Vogue Scandinavia tracks down the mysterious person behind @OsloersinOslo, who wishes to remain anonymous, for an exclusive interview. Here they reveal what initially sparked the idea, what they look for when they scout, and the impact they hope @OsloersinOslo will have
With a rapidly growing following, @OsloersinOslo has become Gen Z's go-to for candid action shots of fabulous outfits. For some, this voyeuristic profile where the 'victim's' faces are censored behind a big white heart serves as an antidote to the polished, posed, and filtered reality otherwise seen on the feed. For others, it’s a narcissistic curiosity about whether they themselves might appear in one of the shots.
Photo: @osloersinoslo
Photo: @osloersinoslo
Photo: @osloersinoslo
“It all started with my obsession with celebrities when I was younger," says this enticingly mysterious street style photographer on the rise who wants to keep their identity hidden. “Googling the movie stars and artists I idolised, street style pictures of them popped up. I remember being surprised to see them out and about with a cup of takeaway coffee in their hand, wearing casual clothes that looked similar to what I had in my own closet. I'd never seen that before and thought their relaxed, effortless personal style was way cooler than the red carpet looks.”
Inspired by Instagram accounts such as @parisiansinparis and @berlinesinberlin, they decided to start the Oslo equivalent. Now they head out into the city, scouting fabulous-looking Norwegians daily, weekly, or fortnightly, sharing it with 30,000 plus followers.
“Admittedly, it also happens that I don't see anyone I particularly want to photograph. Luckily, I get a lot of DMs from fellow Osloers, sending me great outfits they've spotted. I feel like it's becoming a small community where we all participate and inspire each other.”
As has been the case everywhere the last couple of years, the Y2K trend has also gotten a chokehold here on the city's young. “There's a lot of cropped tops, lighter, flared jeans, bandanas, Air Jordans, and tiny bags going on,” they admit.
Although still aiming to post different styles on the feed to show a bit of variation, a Parisian vibe and minimalist disposition are what charms this secret someone.
“I'm not able to fully put my personal taste to the side. But in general, I think it's more about the attitude and the way the person carries themselves than the actual clothes.”
Photo: @osloersinoslo
Photo: @osloersinoslo
Photo: @osloersinoslo
Despite undoubtedly being in paparazzi mode when shooting people without them knowing from behind, afar, on public transport, or going about their everyday lives, they resent being called 'sneaky'. “In my opinion, that word has negative connotations. What I'm doing is like a quiet compliment of their outfit and a salute to their style.”
“If people notice me taking their photo, I usually just smile at them and move on with my life. I've never experienced anyone reacting badly to it. Only twice I've been asked to remove a photo, and I complied and apologised immediately. I have no intention of upsetting anyone.”
Showing how people dress in real life is one of their primary motivations. “I think it's more relatable to see what ordinary people are wearing than huge influencers or celebrities attending events or going to fashion week, wearing outfits borrowed from luxurious brands.”
“I really hope to inspire people to wear what they already have in their closet in new ways or buy vintage. The trends are changing so rapidly these days, which causes fast fashion to bloom like never before.”
Photo: @osloersinoslo
Photo: @osloersinoslo
Photo: @osloersinoslo
Aware of the Millennial tendency to try to grow and monetise every hobby, they want to keep @OsloersinOslo at a pretty low-maintenance level.
“I have a lot of fun shooting and love just going with the flow. If it turns into something I have to do rather than something I want to do, I think it will lose its essence and vibe.”
They understand why people are curious about who they are but revealing that is not on the cards. “Only my inner circle of friends and a few people at work know that I'm doing this. I love the mystery. Nowadays, everyone expects to find out information immediately. A lot of that is social media's fault. Privacy is rare, so I like to keep it that way.”