Zara x Style Not Com: A collaboration that redefines the world of fashion

If you’re a committed follower of the fashion system, you’ve probably come across Style Not Com, the Instagram account that has become an indispensable reference. Before its appearance, fashion social media was dominated by traditional media and insider accounts. However, in September 2021, Beka Gvishiani, the mind behind this innovative profile, completely changed the rules of the game. Inspired by the legacy of Style.com, Gvishiani introduced a minimalist format that made one message clear: white text on a Klein blue background. No street style images, no catwalks, just words that summarized the most relevant in the fashion industry. A fresh proposal that quickly redefining how we consume fashion information in the digital age.

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What started as a simple Instagram account quickly transformed into a reference for designers, editors, influencers and fashion enthusiasts. Thanks to its innovative approach, Style Not Com managed to capture the attention of big names in luxury and positioned itself as one of the key resources in the industry. In 2023, Beka Gvishiani was included in the prestigious BoF 500 list, a recognition of the most influential people in the fashion world.

Style Not Com has marked a before and after in fashion communication, proving that clarity, immediacy and authenticity can surpass carefully curated images. Today, its influence is indisputable, and its unique aesthetic has become a fundamental part of the digital fashion world. Now, Zara has decided to pay tribute to this revolution with an exclusive capsule that perfectly captures Beka’s essence: minimalism, irony and a direct language, all wrapped in a simple color palette – blue, white and black.

“If you know me, you know I’m always talking about fashion, day and night, inside and outside, with friends or family,” says Gvishiani. “So when we started talking about designing this capsule, the first thing I said was, ‘Let’s talk about fashion.’ And here we are, talking about fashion through white T-shirts, grey sweatshirts and a blue cap. But not ‘that cap.’ To make our fashion conversations even more fun, we added Zara Home candles, matches, notebooks and mirrors.”

The Style Not Com x Zara capsule will be available in the four key fashion capitals – New York, London, Milan and Paris – from 8 February, and globally on zara.com from 3 March. A collection that needs nothing more to stand out than its simplicity, sense of humour and an ironic look at the world of fashion. Because, in the end, what matters is talking about fashion, but always with style.

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