Upon visiting the fashion blog Style Bubble
it is immediately clear that you have entered into an alternate universe. It is Susie Lau's, aka Susie Bubble, bubble of style (get it now?) and it's a happy place filled with pattern mixing, trendspotting, high tippy top knots, and every designer you've never heard of. You won't want to leave.
The New York Times
calls Style Bubble "a comically irreverent fashion blog" filled with "quirky enthusiasms" and details how Nanette Lepore herself uses it for trending and inspiration. In the wild world of fashion blogging, Bubble reigns supreme. Susie is a London based fashion freak (we mean that in truly the most flattering manner imaginable) and began her blog in March of 2006. She's always held fashion in a special place in her heart -- it's truly endearing to read her recount her younger years, a time when she couldn't afford the glossy magazines, let alone the designer goods, and began to piece together her entirely eccentric and perfectly quirky style. She studied history at university, opting out of the traditional fashion/journalism route that most embark upon with hopes of having a leg up when it comes time to try to gain entry to the industry. But after school she found her way in and served as the Commissioning Editor at Dazed Digital, the website for Dazed and Confused magazine, from 2008 to 2010.
When she realized that her side project could be more lucrative than her desk job she took the risk and left, committing herself to full time blogging. While it isn't the blog directly that makes her money, the freelance editorial work that she secures through it keep her comfortable in Church's English brogues and more fantastic vintage than you could imagine. She's lent her expert eye to Elle, Dr Martens, Armani and Self Ridges among others and was even featured in Gap's ad campaign for 2010's holiday season. She has become a celebrity in her own right and has definitely benefitted from getting into the fashion blog game as early as she did. The world of fashion blogs is incredibly overpopulated and often full of repeats and redundancies. It can take time and determination to sort out the ones that are actually worth reading -- so it makes sense that the media has picked a few tried and true sites and kept them in the spotlight. Susie Bubble of course is among them. She explains
, “The fortunate and unfortunate thing is the media seems to latch on to the same bloggers over and over again, I was talking to a guy from Refinery29 who said: ‘The queen bees have already been chosen. The new ones are too late’, but I don’t want to believe that.”
[caption id="attachment_6870" align="aligncenter" width="800" caption="Street Style"]
[caption id="attachment_6873" align="aligncenter" width="700" caption="Street Style"]
It makes sense that this statement bothered her -- Susie is incredibly supportive of young talent and her blog is the perfect place to snoop around for the next big thing. She has an eye for up and comers, making her site a destination for designers and stylists alike to search for trends, inspiration and ideas. Retailers know that a visit to Style Bubble could end with them sending an email to inquire about wholesale -- Top Shop credits Susie for helping them find the brand I Heart Norwegian Wood
, a collection of interesting clothing and accessories from Canadian designer Angie Johnson. It's somewhat of a mixed bag though -- many designers are clamoring to be warmed by the glow of Susie's spotlight, while others fear the glare. With so many major players in the fashion industry using her site to find inspiration (as well as some 30,000 plus commoners on the daily), some designers are wary of having their products copied. And in the world of fashion, the bigger dog always gets the credit. But plagiarizing comes with the territory -- if you want people looking at your work, you never know what they'll do with it -- and we can honestly say that we were over the moon when Susie featured us in our first season
[caption id="attachment_6866" align="aligncenter" width="700" caption="Meadham Kirchhoff"]
[caption id="attachment_6879" align="aligncenter" width="664" caption="Co-Te: The Next New Wearables"]
[caption id="attachment_6868" align="aligncenter" width="649" caption="Michael Angel"]
[caption id="attachment_6875" align="aligncenter" width="665" caption="Anrealage"]
[caption id="attachment_6876" align="aligncenter" width="700" caption="Misha Janette of Tokyo Fashion Diaries"]
[caption id="attachment_6891" align="aligncenter" width="800" caption="Pitti Uomo"]
[caption id="attachment_6880" align="aligncenter" width="800" caption="Elspeth Gibson for Dr Martens"]
Beyond an eye for what's next, she's also an incredible writer -- something unfortunately rare in the fashion blogger community. She is not a 10 pictures and a blurb kind of girl. It's unfair to even call what she does "blog posts" because they are articles -- the connotation of a blog post is a seriously far cry from the work that Susie produces. And in her writing she always manages to communicate her enthusiasm minus the cheese, her love of fashion minus the groupie element and her disarming humility and irreverence. She's a girl who grew up using fashion as a form of rebellion, and she continues to do so with her super forward outfits, disdain for the ordinary and eye for the unknown. She deftly navigates uncharted waters and covers things that have yet to be verified as "cool." I suppose that is what truly makes a taste maker. She's a genius at guiding her reader's desires, as it's always clear that that's actually never her intention -- she's just presenting what she thinks is awesome. Style Bubble is fundamentally her own, and when the topic of growth arises she explains
, "If there was a whole team behind it, I think something would be taken away. I'm not outputting solutions, I'm outputting myself -- it's as large as I am."
Oh and speaking of awesome, her outfits...there are no words. We've included plenty of pictures, you'll be jealous by the time you reach the end. There really is something about Style Bubble, that at least for me, reignites fashion. Her blog acts as a reminder of how much inspiring, weird, perfect and bizarre things exist in the fashion realm. She'll force you to emote. You'll hate it, you'll love it, you'll have it stuck in your head for days...she knows how to find the powerful and evokative when most others are left wading through the rest.
[caption id="attachment_6869" align="aligncenter" width="700" caption="Michael Angel: runway to real life"]