Alok Kejriwal Fashion brands are turning to street-style accounts like Watching New York and OOTD to tap into authentic, real-life inspiration, resonating with today’s consumers.
In a digital age dominated by polished influencer marketing, a new trend is emerging: brands are flocking to street-style accounts on social media, seeking to capture the authentic, everyday fashion that defines urban life. For New Yorkers, style inspiration is often just a subway ride or a stroll through Central Park away, and for those outside the city, social media accounts like Watching New York, NYC Looks, and OOTD have become go-to sources for real-life fashion.
Johnny Cirillo, the photographer behind Watching New York, which boasts over 2 million followers across Instagram and TikTok, explains the allure: “People like a New York City voyeuristic experience.” These accounts have gained massive followings by sharing unscripted, documentary-style photos and videos that capture the city’s diverse and eclectic street fashion.
Brands are paying attention. Recently, Watching New York has partnered with companies like Aerie, Lego, and JD Sports to create content that blends seamlessly with the organic nature of street-style posts. Similarly, OOTD, which has over 400,000 followers, has collaborated with brands such as Free People, Rothy’s, and Cult Gaia. These collaborations have not only resonated with audiences but have generated thousands of likes and engagements across platforms like Instagram and TikTok.
Cory Muroff, co-founder of OOTD, notes the shift in consumer behavior: “People want that relatability.” It’s a sentiment echoed by Stacey McCormick, CMO of Aerie, who sees street-style photography as an invaluable tool for understanding trends. “The rise of creator-led content and the shift toward organic, community-driven marketing make this an area with significant potential for brands looking to connect with their audience in a fresh, engaging way.”
As brands seek more authentic ways to engage consumers, street-style content is proving to be a powerful tool for reaching fashion-forward audiences with genuine, relatable imagery.
