This new Instagram account will get you excited about fashion again.

While attending a fashion show in London last month, one Instagram account kept popping up in my conversations with the editor: @stylenotcom. Named after the most popular fashion news site fashion.com, which closed in 2017 and was eventually acquired by Vogue Runway, the account quickly gained a following due to its obsessive industry coverage. 

Posts are text-based and capitalized on a blue background, making them stand out in your feed. (The design was inspired by the Colette store logo—another downside.) They combine helpful information ("RICK OWENS IS STARTING NOW") with news ("SERENA WILLIAMS WALKED OFF-WHITE") and commentary. NYFW") plus the occasional fashion history class. 

Compared to other fashion accounts like @dietprada, the tone is instantly refreshing and carefree, not wanting to stir the pot but enjoying the drama of it all. Since there's no visual element, there's also a sense of mystery. Who published all of this? Based on their approach, they seem to work in the industry. But are they an editor? A designer? a trainee?

The man behind the curtain was Becca Gwishiani. He is 30 years old and lives in Tbilisi, Georgia. But he's also a professional superhero, having spent a lot of time on forums and his former Tumblr Glossy Newsstand. She's the one who can tell you who was on the cover of Vogue Paris five years ago this month or which model opened the Miu Miu show in 1997.

In the last two months, the account has grown from 3,000 followers to more than 17,000 and includes designers Jonathan Anderson, Mathieu Blasi, and Marc Jacobs. In recent weeks, Gwishiani has also used her account to draw attention to Ukraine. He lives in a neighboring ex-Soviet country and finds it essential.

"I'm thrilled with the success of my account, but all the news from Ukraine also stresses me," he said in Paris last week wearing a Stylenotcom baseball cap. Below we talk to Gvishiani about his work and his experience so far.