Watching Nomad
The iconic street photographer Johnny Cirillo takes a look at NoMad fashion.
With 1.3 million followers on his Watching New York Instagram account, you could say photographer Johnny Cirillo is the new Bill Cunningham. Cirillo, much like Cunningham — who elevated candid street photography to an art-form — has a knack for being in the right place at the right time; staking out highly trafficked areas and capturing the city’s unique take on style and fashion.
Cirillo began his photography career with the help of his wife. After getting fired from a survival desk job in a photography studio in Greenpoint, his wife offered to support them for the next year while he built up his portfolio and created a name for himself. That’s when the real hustle began. In 2011, he shot weddings, engagements, events, and an endless number of headshots, often working for free to help establish his name. Soon his hard work began to pay off in the form of freelance photography and video content for NoMad staples BLACKBARN and Shake Shack. A few years later, his street photography project was born. He remembers the exact day, in fact — June 25th, 2016. It was the same day that Bill Cunningham passed away.
NOMAD Magazine caught up with the maestro of street photography via zoom. Wearing a bright green bandana, pink colored aviator shades, and a beanie adorned with a broach, Johnny made a memorable first impression. It’s hard to imagine the artist doing anything other than street photography but his humble nature and down to earth attitude clearly stems from his years of honing his craft and juggling day jobs.
NOMAD MAGAZINE: Let’s start at the beginning. What inspired you to start taking photos of NY fashion?
JOHNNY CIRILLO: It all began when Bill Cunningham passed away. I started Watching New York the day he died, just as a fun project. I was already taking photos but mainly so I could look at them later. I would spend the day grabbing shots of people’s outfits and then come home and recap my findings with my wife. At that time, I was working in NoMad for a company called Electric Orange with Dan Murphy. They hired me to make videos and photos, and I did a lot of work with Shake Shack in the park. So, it all started in NoMad, and that’s where I learned a lot about how to cut videos.
NM: Is your background in fashion photography?
JC: Not originally. My background is in general photography, but I’ve always been passionate about capturing authentic moments, which naturally led me to street fashion photography. I started studying photography in 10th grade on Long Island, working with film in a dark room in my basement. I went to school for a semester and then dabbled in it for ten years while working in a restaurant. In 2011, I started working at Colony Studios in Greenpoint, but I got fired from doing computer stuff. I’ll never forget, the owner took me out to lunch to fire me and told me he was doing me a favor. He encouraged me to take photos, to be a photographer. I came home and told my wife I got fired and she said, “Ok, I’ll pay the bills for a year and you build up your portfolio.” After a year of building my portfolio, I started getting paid for weddings and other gigs. That’s what eventually led to Watching New York.
NM: How do you know when you see an outfit that is worthy of getting a shot? Are there any key pieces or features you’re looking for?
JC: I look for something that captures my attention and something that I’d want to look at later. It could be a trend, someone really expressing themselves, or even something quiet and subtle. I’m always on the lookout for people who stand out in their own unique way.
NM: When did things start blowing up for you? Was there a definitive post or moment where that happened?
JC: I started [taking street style photos] in 2016, but began posting on Instagram in 2017. For a while, nothing happened. Early in 2020, I joined Greenpointers, a local Instagram page and publication, where I did weekly recaps, which helped a bit. Then the influencer, Rachel Martino, reposted one of my photos, and I jumped to 10,000 followers. Soon after, NBC reached out, comparing my work to Bill Cunningham’s, and that’s when things really took off. I never intended for this to be a full-time gig; I was just having fun.
NM: What do you hope people gain from your photography?
JC: Inspiration and confidence. I hope people are inspired by the fashion, but also to travel, make new friends, or talk to someone they pass on the street. I’ve even had people comment that they’ve met in the comment section of my posts and are now celebrating a year of friendship.
NM: Have the people you’ve shot inspired your own fashion?
JC: Absolutely. I take a little piece of inspiration from everyone I meet. Darnel, who’s often featured on my page, is always ahead of the game and has a natural gift for style. He’s a stylist and I’ve worked with him consistently now. I also love thrifting and often find unique pieces with stories behind them.
NM: Social media has played a big role in your journey. How do you handle the balance between your passion and the business side of things?
JC: It’s challenging. In the beginning, I was excited about every opportunity, like when Pandora reached out. Now, I try to be mindful and only do partnerships I believe in. I aim to create a safe, inclusive environment. This is the only way I can do this full-time, and I’m grateful for it.
NM: Describe a typical day for you.
JC: I usually head out around 1 pm with my headphones on. I’ll pick a corner, like Fanelli’s Cafe in Soho or near Madison Square Park, and meander, getting inspired by the music I listen to. I log about 20,000 steps a day and aim for about 10 good photos. I approach people, and 95% say yes to having their photo taken. It’s a balance of style, trends, and individual expression.
NM: What do you love about the NoMad neighborhood?
JC: I love the park, the live jazz at Blackbarn, and the great food. I often pop into Eataly and bring stuff home. The neighborhood has a vibrant, creative energy that I adore.
NM: You have a book out now, which is exciting. Tell me about that. (To purchase his book head to NoMad’s Rizzoli bookstore.)
JC: I’m a child of the 80s and 90s, so books were a big part of my upbringing. Creating a book was always a dream. I signed the contract in 2022, and Abrams was the best fit. It was a blast to put together. I needed signatures from everyone featured, so we ended up categorizing the photos, which worked out great.
NM: What’s one piece of fashion advice you’d give to someone who aspires to find themselves on your page one day?
JC: As long as you’re doing what you love, there’s no way to lose, whether there’s a monetary reward or not. If you’re proud and happy with what you do, that’s enough. Stick with it, work hard, and don’t give up. Surround yourself with creatives that push you.