Trench coat HUGO BOSS, shirt ALDO, jeans PULL&BEAR
Came like a storm, blazed bright, then died I was alonewhere the love once lied
Coat WHAT GOES AROUND COMES AROUND, sweater ANTHROPOLOGIE
I stand at night on an empty road
After all, lost myself long ago
Coat WHAT GOES AROUND COMES AROUND
He is gone,but his ghost is still poisoning me, never letting me be free
He’s living rent-free in my head
What’s the catch? She just slipped his mind
Coat WHAT GOES AROUND COMES AROUND, sweater ANTHROPOLOGIE, pants DOLLS KILL, boots DR. MARTENS
Sarah’s story
I’m Sarah KeepItOk, an artist, singer, songwriter, and visual creator. Besides music, I also film and edit, and for me, that’s another language of expression. I know how important clothing is in a frame: it carries energy, mood, and becomes part of the story you’re telling.
I graduated from the Faculty of Physics at Moscow State University and spent a few years teaching physics and math; however, I quickly realised it wasn’t my path. Music was always a part of me, and at some point, I simply stopped resisting it and gave myself fully to creativity. It’s funny, but my “geeky” background still shows – in my love for structure, my attention to detail, and probably even in how I build songs or choose my looks.
I was born and raised in Baku, and now I see that self-expression through clothing has always been natural to me. It was my way of showing how I felt without saying a word. For me, fashion is about identity. I believe that what we wear is not just fabric but a reflection of who we are and how we feel in the world.
As a teenager, I was into rock and metal. Although I don’t listen to those genres that much anymore, that phase left its mark, as it still shows up in my style, and I love that. When pieces of your real life sneak into your appearance, it feels like carrying a trace of your own story.
Now I live in the US and I’m actively building a new life. Moving here was like a reboot, both internal and external. My style has evolved too: it’s become freer, bolder, more experimental – with a touch of confidence that comes from starting over and not being afraid anymore. I don’t believe in universal fashion rules. What inspires me is when a person has something truly their own: a small detail that instantly tells you who they are. For me, that’s chokers and high platforms. Without them, I don’t feel like myself. There were times when I tried to fit into certain boxes, to be more “understandable.” But I quickly realised that wasn’t my way. To feel honest and real, I have to stay true to myself. My style, just like my music, reflects exactly who I am at this moment.
ICON SARAH KEEPITOK @KIPPYATOK PHOTO YULIAH FINKELMAN @FINKELMAN.PH
