• It was announced a while ago but wanted to say how happy I am to have been asked to select Dress of the Year 2013 at Fashion Museum in Bath. My choice was this @christopherkanestudio SS13 beauty.
  • Love this concertina beach scene print on @marios_official tote available at @therefineryhk now! #PMQIS
  • Congrats to my cousin @elizabethlauldn and her new shop @therefineryhk in the new PMQ building @PMQHKDesign #PMQIS much love for @BernstockSpeirs bunny ears!
  • Love that I always see the best pieces by Brit designers abroad @nicoll_studio @liger_hk
  • Swash land at @liger_hk Patterson St store #SwashLondon

>> I may have been off the mark by peddling motocross with a dreaded trend alert but sportswear, especially of the early to late nineties ilk, that we either embraced or hated in our “youf”.  I say collective “We” as in people who grew up in places where there was an established “chav” culture (or scally or townie – insert equivalent where appropriate).  As derogatory and politically incorrect as they sound today, there is no other way of summing up the aesthetic look, which persistently storms its way into many a student collections, and lingers as an overarching reference for the menswear (and to a lesser extent, womenswear) scene in London.

One click on this ASOS x Puma video for its new capsule collection, and it takes me back to feeling woefully uncool and 87 in front of the cool kids who wore their Umbro, Kappa and Fila (interesting to note the brands that were the shitz back in the day have fallen out of the current sportswear limelight) with swagger and bravado.  For want of a better word, these girls look fly.  See how unconvincing I sound as I type that word.  Again, it’s difficult to put into a nutshell why the resurgence of sportswear when re-filtered through fashion designers is so convincing – like I said before, it’s an empowering ownership of what was once an aesthetic that was looked down upon, that is akin to the resurgence of logo-mania (discussed at length here, here and here).  No doubt, news of Riccardo Tisci’s impending collaboration with Nike ensures that fashion’s collusion with sportswear shows no signs of abating.

ASOS Black’s menswear teamed up with Puma last year and now it’s the turn of ASOS womenswear and so Puma, despite its previous fashion-forward credentials in working with Alexander McQueen (rumour has it, a deal with Nike was imminent before Puma came up trumps) and Hussein Chalayan, notches up a first mention here on the blog.  Coincidentally, as well as upping its fash-on game, my interest in Puma might have something to do with the fact that Puma is set to be the new kit sponsor for my beloved Arsenal (we are top of the league, say we are top of the league).  ASOS have enlarged and dissected Puma’s logo and emblem in this eleven-piece jersey collection where animal print, graffiti and an unexpected injection of black lace and silver foiling come together in tees, joggers and a onesie that I was very tempted to live in over the weekend because of a current bout of cold (not pictured here because snivelling and trackie onesie don’t make for a pretty sight).  As per my own personal fascination and rediscovery of brands, which I was once intimidated and repulsed by, the allure of sportswear remains that playing with the contrast of those pieces is too fun a game to resist.  Take it away, new outfit photo background…

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IMG_7788ASOS x Puma leather-sleeved sweatshirt and tracksuit bottoms worn with Monki shirt, Christopher Kane jacket and H&M x Minju Kim wedges 

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IMG_7851ASOS x Puma cropped t-shirt and neoprene skirt worn with Orley sweater and Valentino shoes

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IMG_7909ASOS x Puma quilted cropped sweatshirt and black bomber jacket worn Comme des Garcons dress, H&M leather trousers and Salvatore Ferragamo shoes

Comments (27)

  1. chanelle says:

    loveeee puma!!!

    fashionandleather.blogspot.com

  2. chanelle says:

    love puma!!!
    lovely post
    fashionandleather.blogspot.com

  3. Helen says:

    Ohhh I like this a lot. White ribbed collars, I’ve missed you!

    http://hellionyell.wordpress.com

  4. WOWS says:

    Amazing Puma stuff!!!

    Kisses from http://www.withorwithoutshoes.com

    Today I bring you a New International Giveaway with 2 prizes to renew your closet!!

  5. Betsy Olive says:

    Ah I would never to think to wear all these pieces like you have. I love Puma!

    Betsy xx
    betsyolive.blogspot.com

  6. chan says:

    does puma have a cookbook currently?

    http://www.fashionandleatherblog.co.uk

    • stylebubble says:

      Do you mean lookbook (just know my Mac spellcheck autocorrects this word all the time) or did you ACTUALLY mean a cooking recipe book?!

  7. sasa says:

    Wow ! In love with this outfit <3 Look amazing on you

    http://www.shallwesasa.com

  8. Kiri says:

    I think I like the second outfit on you best.
    I do love that skirt. I believe that is probably why.
    Kiri
    http://www.fashionblender.com.au
    http://www.facebook.com/FashionBlender

  9. Amazing look!!!
    I like so much puma clothes

    Look at my blog
    www. dontshootmi.com

  10. Yoli says:

    I like puma clothes and although this is not my style, I admit that it is very unique and creative, pure fashion!

  11. Loving your sparkly shoes! :) Lovely post!

    ANDREA

  12. DinoB says:

    The Valentino shoes look spot-on with this sportswear theme – just the way I like it when you style fash-on pieces with a sportswear thing… xxx D.

  13. Dear Susie,

    Lovely pictures, you are a queen of style as always. Did you get a chance to see the pictures of you I posted in my blog?:
    http://gabrielcorcuera.blogspot.co.uk/2013/07/susan-lau-fashion-blogger.html

  14. Cedric says:

    I didn’t know Puma made a womenswear collaboration with ASOS! Actually, in a total different way it reminds me of the MIA x Versace capsule collection, the explosion of prints and full of logos… I think the logo is back, anyway amazing looks as always ;)

    Cedric.
    http://vaguesalvaje.wordpress.com

  15. Becky says:

    These looks are great! Love all the shoes
    Becky x
    Vintage Clothing UK

  16. clothes says:

    hi good looking your site nice posting thanks for sharing information good color your site i read it i enjoy this blog.

  17. kiwa says:

    love the look especially with the matching colored hat and lipstick. it really works
    and welcome to my sore for more pretty
    http://www.prettyyourstyle.com/

  18. Benola says:

    Hi Style bubble, please come support our small clothing line. Much Love.. http://www.benola.co.uk/

  19. Rachel says:

    Nice. I didn’t know Puma can be so cool.

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