Photo of @kay_berlin_inside_out, credit: Izaio Management
Style sleuth Kay has been documenting what people are wearing in Berlin for almost two years. Her Instagram captures stylish Berliners at different locations throughout the city: flea markets, gallery openings, S-Bahn stations, on sunny days in the middle of the street. Growing her page to more than 72k followers wasn’t planned, but she found that her ongoing passion for the city and its inhabitants kept circling round to the clothes on their backs. It started by sending clips of Berliners’ inspiring outfits to her friends back in Italy. Now, her channel gives fashion hits – and misses – a place to thrive. We tracked her down on the streets of Berlin and demanded some answers.
What made you interested in the ‘what people are wearing’ concept?
This is a topic that I’ve really enjoyed for so many years, even before social media existed. My working background was in fashion trend research. I used to work for an Italian footwear showroom and one of my tasks was to identify emerging trends then collect images for the design team. So I was always watching what the best shops were selling, analysing their windows and what people are really wearing. Plus, I was alway scavenging the internet for fashion blogs and influencers. So this became a habit for me. You could say I can’t help it.
Stills from videos from @kay_berlin_inside_out
Do you purposely look for styles now or is it always spontaneous?
Actually, yesterday I was walking in Mitte and I saw a lot of men still wearing white socks, and I was interested in how they were combining them. You know, there are some days you start to notice the same pattern and it gives me joy when I see it. I was born in Italy, and I lived in a very small village where the freedom to express yourself is not granted. So I really wanted to share the diversity of Berlin and to let people know that there are other types of fashion and possibilities to express yourself.
When did you move to Berlin?
In 2009. I was always on holiday in Berlin, then I started being here on weekends for clubbing and eventually, it became longer because I really felt at home. Essentially, because it’s a multicultural city, I felt really comfortable here. Plus there is a great energy in Berlin.
Stills from videos from @kay_berlin_inside_out
How would you describe Berlin’s aesthetic to somebody who doesn’t live here?
So, it might look random, but there are some rules. Sometimes, people think that people in Berlin just pick random things and throw them together, but there’s more to it than that. How do I describe it? Well, it definitely has an ‘I don’t care’ attitude, but I think people put effort into their everyday looks here. Effort to be effortless, I’d say. In Paris, there’s this je ne sais quoi style; it’s very much about being undone. It’s chic, but in an undone way. I think Berlin has this effortless rule too.
Some of your popular Reels document what Berliners are wearing at flea markets. Why are you attracted to documenting the people you see there?
Lately, I changed career paths from fashion to interior design. Sometimes, I visit eight flea markets a weekend to help our director find objects and interior items to decorate co-working spaces, for example. I’m always looking for small objects that catch my eye. I started to see so many stylish people there. Sometimes, they aren’t even buying anything; it’s just part of their weekend routine. The flea markets in Berlin are different from other places. I think only in Belgium or Paris, they can compare, but the attitude is different. In Italy, for example, there’s a little bit of shame in buying secondhand. People don’t brag about it. I see more content about Milano flea markets with the Y2K trends, but it’s been slower to become popular. I also think people want an alternative to fast fashion. Or they’re looking for a bargain.
Stills from videos from @kay_berlin_inside_out
Are you conscious about fast fashion? Is that why your Instagram focuses on flea markets, street style or independent designers?
Yes. That’s the main point. I also wanted to feature more vintage shops, for example, because I find we are submerged with fast fashion items, consuming trends and microtrends. In the end, we don’t need everything. It’s all so disposable. The quality is not good. It’s not very unique. Plus it’s not good for the environment, of course.
When you’re filming people, do you ask for everyone’s consent? How do people usually react to your request?
Yeah, I ask for consent, even if it doesn’t look like it, because I want it to be natural. It depends on the moment, too. Sometimes I don’t ask them immediately. I just take the video if I’m fast enough, then run after them and ask permission. I say hi and introduce myself and ask if I can use this, and most of the time, people say yes. Of course, I’ve also encountered no. I discovered that when I ask people before I shoot, it’s a bit awkward because maybe they don’t know how to pose. I’m not a fashion photographer, so it becomes less spontaneous.
Stills from videos from @kay_berlin_inside_out
Do you find that people who’ve made an effort enjoy the attention?
After doing this for a little bit, I can almost recognise when someone looks shy or maybe doesn’t want to do it. That includes me. I wouldn’t like to be featured on some social media without knowing, without having the possibility to see myself or share with friends – or the possibility to say no. That’s why I also always ask permission.
Do you have any funny stories of people contacting you afterwards or sharing it or anything like that?
I’ve become friends with people through stopping them on the street. We share the same passion. Once I went on holiday to New York and I stopped a couple. When we exchanged Instagram content, we discovered that we had so many friends in common in Italy, and I saw that it’s a very small world.
Stills from videos from @kay_berlin_inside_out
How do you curate your feed? Are you following your own instincts or analysing statistics and posting from that perspective?
I don’t have any social media background. I was only a consumer, and I’m not really into statistics, so I go with the flow. I go with my intuitions. Of course, I see the views, but sometimes I like to experiment, so I don’t put too much thought into it. I know that if I were to go around Berghain and start filming, then it could go viral, but that’s not really my intent. I respect people’s privacy, even if it doesn’t look like it. You know, if someone is out late at night or going clubbing, maybe they don’t want to be filmed. Maybe that’s their secret. I respect that.
Keep up to date with Kay on IG @kay_berlin_inside_out