Let’s be honest: At this point, we’re all using social media to build our personal brands. And you don’t have to be an aspiring influencer or content creator to understand the power of a good Instagram feed. But if you’re Beka Gvishiani, the mind behind the wildly popular fashion account @stylenotcom, it can also be what propels you into a whole new social and occupational stratosphere, landing you a collaboration with one of the largest international fashion companies in the world.

For the uninitiated, Gvishiani first rose to prominence with his straightforward fashion news updates, trivia, and identifiable Yves Klein blue background. Now, for a new capsule collection with Zara, he is taking his signature color and fashion quips offline with a line of casual wear, home goods, and stationery.