How Style Not Com Became the Darling of the Front Row

“What he does could be very completely different from what we did at Fashion.com and what we do at Vogue Runway,” Ms. Phelps mentioned. “These brief little headlines, the white Fashion.com font towards the royal blue. They work even higher than photos. You may learn it in a flash of a second, half of a second, and also you’re simply scrolling.”

Mr. Blanks mentioned: “He’s a keeper of the flame, In his barely pell-mell protection of the entire fandango, he’s stating, I believe, this ludicrousness of it. He’s additionally form of the final word testomony to the facility of the style dream, this transformative factor that occurs to individuals after they get into the style business. It’s this humorous Lana Turner-in-the-soda-shop-aspect of this world, that they’ll grow to be stars form of in a single day.”

An Influencer, With a Loophole

Mr. Gvishiani doesn’t use Fashion Not Com to put up merchandise or images of himself at occasions, which is how most of his friends money in. Sometimes he posts runway movies or a clip from an occasion he attends. He wears his personal garments, normally fits with Birkenstocks and a blue Fashion Not Com baseball cap.

“When manufacturers pay for my journey and for the resort and I get invited to the present, I already really feel good,” Mr. Gvishiani mentioned. In June, when Saint Laurent staged its males’s spring 2024 runway present in Berlin, Fashion Not Com posted “Saint Laurent in Berlin” towards a black sq. as a substitute of its signature blue and shared the time and site of the occasion within the caption. Mr. Gvishiani mentioned the model didn’t pay him for the put up.

The distinction of being invited to a style present doesn’t pay the hire, nevertheless, and issues have rapidly grow to be transactional. Many posts are negotiated — the particular topic, whether or not it’s a present, a marketing campaign, an occasion, if a video is included. Then a fee is decided.

Final yr, Mr. Gvishiani launched a Fashion Not Com ebook conceived as a year-in-review, through which each web page is a full-bleed blue sq. chronicling some style occurring. The ebook sells pages like promoting, however which posts and pages are advertisements stays undisclosed because of a loophole.