INTRODUCTION Madeline Reid
INTERVIEW Hanan Besovic
Welcome to the gossip economy.
Across magazines and online media outlets, rumours of illustrious industry appointments at fashion’s most-favoured houses are ruling the news cycle. Since Alessandro Michele’s surprise departure from Gucci in 2022, the internet has been awash with speculation on who would take over, and who would take over from them, and who would take over from them, and who… you get the picture. In 2025 alone, we’ve already seen major moves take place at Balenciaga, Dries Van Notten, Gucci, Jil Sander, Loewe and Versace. And, with each change in creative director or CEO, comes an internet onslaught of replacement suggestions, like a game of celebrity designer Guess Who.
There has been some criticism that the increased interest in industry gossip is harming designers and in-house design teams. In fact, The New York Times fashion editor Vanessa Friedman asserted, herself, that “good design needs self-confidence sewn into its seams” – it’s hard to focus on designing when the industry is doubting you, or worse still, praying on your downfall.
While this penchant for rumour, plausible and not, is nothing new, the speed that unverified gossip is published and the frequency that designers’ tenures are cut short has undoubtedly accelerated in this digital doomscroll age. Today, designers are dropping like flies after mere months in their roles; without space to take risks or make mistakes, they’re left without enough time to develop their craft within a brand.
Sure, it’s easy to discard social media rumours as gossip or hearsay. But it’s here, where criticism is more democratised than ever, that gossip’s rise in value is about much more than simply anticipating which white man will make his move and to where – it is about affecting real change in the industry.
Enter BORINGNOTCOM, London’s latest anonymous fashion critic. Satirising Instagram critic account STYLENOTCOM with eye-stinging neon green tiles, the snarky sartorial pundit has garnered a reliable reputation for breaking industry news early, with alarming accuracy – the account first noted Jonathan Anderson’s departure from Loewe back in November 2024, while the news was only officially announced on 17th March.
Since the account’s inception in June 2024, it has nurtured a community of faithful followers – or perhaps better described as commenters, for the feisty debates housed below each post. As well as catching the attention of the internet’s high-fashion fanatics, industry giants have also started to take note, including Valentino’s former creative director Pierpaolo Piccioli, Maison Margiela and Diesel creative director Glenn Martens, and beloved London designer Dilara Findikoglu (albeit some had to be called-out publicly for snooping before actually hitting follow.)
Unlike fashion accounts that have come before it, BORINGNOTCOM is less concerned by copy-cat designs and cancellations, and more about offering genuine, biting commentary without fear of blacklisting – an honesty that many magazines are not afforded due to advertising restraints. Aside from stark one to ten show reviews, the account extends international fashion week tickets to eager students and is already planning events for followers to network IRL.
And turns out, the industry was ready for a voice that wasn’t afraid to post beyond press releases. At BORINGNOTCOM, followers are afforded more than just breaking news or drop alerts, but a space to dig deeper, to investigate what insider insights can be divulged from designer rumours, and to discuss what its fans want to see from fashion’s future – right under the noses of those who can actualise these changes.
For #14 Resilience Issue, BRICKS has enlisted fashion critic and @ideservecouture meme mastermind Hanan Besovic to discuss anonymity, Alexander McQueen, and awful people.
Hanan Besovic: First, let’s start with a question everyone wants to know: who is Boring Not Com?
Boring Not Com: Boring is worldwide, opinionated, shy but very confident, a rollercoaster. I’m obsessed with all things art, music, fashion, and pop culture. I also want Boring to be a safe space for free thinkers and, in the future, a platform that offers others opportunities to experience fashion through my eyes. For example, I started prioritizing students by sending followers to fashion shows last season, and I plan to continue doing so. Eventually, I hope to organize BORINGNOTCOM events for my followers. As the brand grows, so will the concept. You’ve probably noticed that evolution already.
I’m a softy, but don’t mess with me.
Hanan: What are three things we should know about you?
Boring: I’m a softy, but don’t mess with me. I’m deeply protective of the ones I love, and I hate all forms of discrimination, whether it’s based on race, idols, or homophobia. I can’t stand it and will always speak up against it.
Hanan: We understand where the NOT COM part of your name comes from, but why Boring? Does Boring Not Com think that fashion today is boring?
Boring: The name wasn’t planned at all. One day, I was bored, saw a dull post of a blue square, and thought, “I can do better.” It all started as a silly joke, really.
Hanan: What made you start loving fashion?
Boring: So many things and people sparked my love for fashion from a very young age. My grandmother’s furs, MTV, John Galliano, Alexander McQueen, Karl Lagerfeld, and Gianni Versace all played a huge role in influencing me.
Hanan: You often talk about scoops and early announcements even before the brand makes an official announcement. Can you guide us through the process of it?
Boring: You might not believe this, but I don’t plan anything. I just post as I go. When I get a scoop from a follower or an industry insider, I start digging for more information right away until I feel it’s worth posting. Take the Haider Ackermann Tom Ford appointment. I was told about this two months before the announcement, so when I posted it, it was way ahead of everyone, to the point that the team at Tom Ford started following Boring, wondering who this person is and how they are finding out all this information.
And by the way, I’m eternally grateful to all the people who have given me exclusives and trusted me. I’m surprised by how comfortable some of my followers are speaking to me; some are very well-known people and creative directors of brands. I think they know I’m not a troll, and I will never reveal who my sources are. I protect them as much as I feel they protect me.
The only thing I plan now is Boring FM, where I invite insiders like Michel Gaubert and Charles Jeffrey to create monthly playlists for my followers. I can’t wait to announce the next guest. I have some major ones lined up. I’m also experimenting with new ways to showcase products I personally love, which has been exciting.
Hanan: Beka Gvishiani’s Instagram, whose brilliant format you follow, featured the colour blue inspired by the Colette store logo. Is there a reason for the neon green choice?
Boring: Honestly, I didn’t overthink it. I chose the most obnoxious, eye-catching green I could find, what I call Boring Green. No, it’s not related to Charli XCX’s “brat green.” Her green is darker, while mine is unapologetically bright. I launched Boring just before her album dropped and had no idea it would become the colour of the season, thanks to her brilliant marketing. Let’s just say I have great trend forecasting skills. That’s why I encourage brands to reach out. I can help them avoid losing money and even make a lot of it.
Style Not Com was perfect during the pandemic when people wanted simplicity. For my followers now, though, we love to dive deeper, have fun, and embrace spontaneity. As for Beka, I’m sure he’s lovely. We’ve never personally met, and I’ve had no negative experiences with him. He was clever to establish his format when he did, but BORINGNOTCOM takes a different approach. It’s less about aesthetic minimalism and more about creating a dynamic, unpredictable space where people can engage deeply with fashion and culture.
Honestly, it’s tough to get truly excited about fashion these days. The industry feels overly commercial, with many brands copying each other to the point where their identities blur.
Hanan: What excites you about fashion today?
Boring: Honestly, it’s tough to get truly excited about fashion these days. The industry feels overly commercial, with many brands copying each other to the point where their identities blur. That said, there are designers who stand out. Daniel Roseberry, Matthieu Blazy, and Pieter Mulier are not only talented but also exceptional world-builders. They craft narratives that resonate deeply with their audiences.
Hanan: Name three brands that have the right creative director and three that need a change.
Boring: Right now, Chanel, ALAÏA, and Schiaparelli are thriving under their current creative directors.
On the flip side, McQueen, Dior Women (unless there’s been a change by the time this is published), and Daniel at Burberry is just not working but he’s not to blame completely because he joined the company when it was already on a downturn.
Hanan: Is there an era of fashion that Boring Not Com fully approves of?
Boring: That’s such a hard question. I love so many eras. If I had to choose, I’d say the late ’90s to early 2000s. Those years were packed with unforgettable couture shows and ready-to-wear collections. From John Galliano’s theatrical masterpieces to Alexander McQueen’s provocative genius, and Karl Lagerfeld’s larger-than-life Chanel collections and elaborate sets. Even Dolce & Gabbana had a golden period back then, which is something I haven’t said in a long time.
Hanan: Is there a rumour you just found out and can’t wait to share?
Boring: I recently shared that Jonathan Anderson is set to join Dior, overseeing both women’s and men’s collections. Additionally, Hedi Slimane is heading to Gucci, with an announcement likely by the end of the year. Sabato De Sarno even liked one of my posts, which makes me think he’s trolling me, but that’s part of the game when you share scoops early. Sometimes the ink isn’t dry when I post, and things can change before brands go public.
I’ve encountered some ugly, greedy, and downright nasty individuals in fashion. Over time, I’ve developed thick skin. Now, when someone tries to come for me, I just roll my eyes and move on.
Hanan: Considering the topics you cover and your straightforwardness, have you had any unpleasant experiences with people in the fashion industry?
Boring: Yes, I’ve encountered some ugly, greedy, and downright nasty individuals in fashion. Over time, I’ve developed thick skin. Now, when someone tries to come for me, I just roll my eyes and move on.
Hanan: Will we ever find out who Boring Not Com is?
Boring: I’m sure someone will spoil the mystery eventually, just to gain clout for a day or two. When that happens, it won’t be a good week for them. I might have to reveal myself someday if I haven’t already. Being anonymous isn’t as easy as I thought it would be, but it gives me a certain freedom. For the record, I’ve never wanted fame. I just want to be respected and compensated for my work. Let’s be honest, anyone can get famous if they have a phone. Respect, though? That’s earned through talent and substance.
I’m sure someone will spoil the mystery eventually, just to gain clout for a day or two. When that happens, it won’t be a good week for them.
@BORINGNOTCOM is available on all social media platforms. @BORINGFM playlist is available on Spotify.
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