Dear Shaded Viewers,
Five years ago, Beka Gvishiani opened Instagram and wrote a few words on a blue background. That simple gesture became the foundation of Style Not Com, a platform that would develop its own visual language and establish a distinctive voice within fashion’s rapidly changing digital landscape.
To mark its fifth anniversary, Style Not Com returns to Paris with an exhibition that examines where the platform has been, where it stands today, and where it may go next. Open from July 6 to 10, the project transforms a physical space into a reflection of the community, images, and conversations that have shaped Style Not Com since its creation in 2021.
Gvishiani, who founded the platform in Georgia, has built Style Not Com around a recognizable formula: white typography placed against a blue square, delivering fashion news and observations with immediacy and clarity. Over time, the format became more than a digital signature. It became a visual archive of fashion’s most defining moments.
The exhibition moves between memory, the present moment, and future possibilities. The past emerges through sound, recalling the energy of the influential Style Dot Com videos that inspired an earlier generation of online fashion storytelling. The present appears through a window installation displaying the current Style Not Com feed during Haute Couture Week in Paris, capturing the industry as it unfolds.
The future is represented through a magnetic wall, an evolving artwork composed of individual pieces that comment on contemporary fashion culture. Visitors can purchase the magnets for five euros, with all proceeds donated to Bachelor students at the Institut Français de la Mode. The funds will contribute to the preparation of their Bachelor of Arts fashion show during Paris Fashion Week in June 2027, creating a direct connection between today’s fashion dialogue and tomorrow’s designers.
A collaboration with Colette and its founder Sarah Andelman introduces Pochette Surprise, a collection inspired by the memory of the legendary Paris concept store. Each pouch contains a selection of blue objects, including specially created items and archival pieces from Colette, ranging from accessories and books to fragrances, vinyl records, stickers, and unexpected collectibles.
Presented in partnership with Meta, the exhibition captures the evolution of Style Not Com from a personal Instagram project into a global reference point for fashion culture.
Yours digitally,
Pedro
