How the influencer Beka Gvishiani has imposed himself in the fashion world with the Nott Com – Liberation account

In the jargon of viral marketing and social networks, the posts of the « Notre com » account could be compared to « Scroll Stoppers », these advertisements made to attract the gaze when they appear on our Instagram wire. NOT COM STYLE – Word games on the « dot com » (or point com in French) of the late style.com, reference site created by the Condé Nast group – publishes information on the edge of the press release, in a more or less neutral tone, and always with the same white typo on a flashy blue background. By using the tools offered by Instagram to the letter, twenty images, texts and photos, which we scroll (we call it a carousel) to tell a collection, the first passage of a parade, or the appointment of a creator at the head of a house, Beka Gvishiani, 33 -year -old Georgian, unknown to the public before launching in September 2021, saw his audience explode. It is now followed by all industry players, and 460,000 people in total.

We first saw his blue cap, impossible to miss, among the crowd of Fashion Weeks, before seeing him get closer in a few months to the famous first row of the parades. This season, which officially opens this Monday, March 3 with Paris fashion week (female ready-to-wear fall-winter 2025-2026), will only confirm the trend.

This headgear, which he never leaves, nevertheless earned him the condescension of part of the environment that wondered, perfidious, how much