Before Instagram, There Was Susie Bubble —
As a fashion design student who grew up in the age of Instagram, it’s easy to forget there was once a time when fashion was less accessible, when it lived mainly on glossy magazine pages or in runway shows behind velvet ropes. Then came Susanna Lau, better known as Susie Bubble, who opened those doors wide in 2006 with her blog Style Bubble. She wasn’t just documenting outfits; she was creating a space where creativity, individuality, and curiosity collided. Reading her articles now feels like looking into the roots of everything we take for granted in digital fashion media today.
Lau began Style Bubble from her home in London as a personal side project while working in digital media. Her posts, full of bright colors, clashing prints, and intellectual commentary, quickly drew attention. By the late 2000s, she was one of the few independent bloggers invited to sit front row at international fashion weeks, a space once dominated by traditional editors and stylists. Her unique voice, equal parts analytical and playful, earned her recognition at publications like Dazed Digital and The Guardian. For me, what’s inspiring about Susie’s rise is that it wasn’t driven by fame or sponsorships, but by a genuine curiosity about how fashion functions as both art and identity.
What She Wrote About —
Susie’s blog stood out because it wasn’t just about trends or designer labels; it was about storytelling through clothing. She explored the cultural and emotional layers of fashion, writing about emerging designers, local craftspeople, and even student collections. She combined detailed outfit breakdowns with essays that analyzed why fashion mattered. Her posts were long, image-heavy, and deeply thoughtful, almost like digital sketchbooks. As someone studying design, I see a reflection of the creative process in her writing: the same layering of thought, experimentation, and texture that goes into building a garment.
Her Loves and Aesthetics —
Three things defined what Susie Bubble loved most: independent designers, eclectic personal style, and the stories behind fashion. She was one of the first voices to champion young designers like Simone Rocha and Christopher Kane, giving them visibility long before they became household names. She adored experimenting with layers, color clashes, and unusual silhouettes, wearing outfits that looked more like walking collages than coordinated ensembles. Above all, she embraced individuality. She never dressed for trends; she dressed for joy, creativity, and expression. That freedom to dress without fear is something I find deeply empowering as a design student trying to define my own aesthetic.
Career and Evolution —
Over time, Susie’s blog transformed from a personal project into a respected media platform. She became a digital editor, contributed to Vogue and Business of Fashion, appeared in The New York Times, and collaborated with major brands, all while staying true to her original voice. Her Instagram and continued work on Style Bubble remain extensions of that early vision: fashion as conversation, not consumption. Her success showed that passion-driven storytelling could lead to a sustainable and respected career, blurring the line between critic, creator, and influencer.
Contribution to Modern Fashion Media —
Susie Bubble’s biggest legacy is how she democratized fashion journalism. She proved that an independent writer with a unique perspective could sit at the same table as industry editors and even change the conversation. Her long-form, personality-driven writing set the foundation for the hybrid roles we now see everywhere: the influencer-critic, the designer-journalist, the creative director who also blogs or runs a Substack. The personal, image-rich, community-driven model she pioneered is still the blueprint for how fashion is discussed and discovered online.
Connection to Current Journalists —
Today’s digital critics, from Vogue Runway writers to Substack essayists, owe much to Susie’s approach. They balance analysis with accessibility, just as she did. Her writing taught readers that fashion isn’t just about clothing, but about the ideas, histories, and identities stitched within it. As a student, I can see how her lens encouraged a more inclusive and imaginative way of looking at design, one that values authenticity over algorithm and storytelling over status.
Susie Bubble didn’t just blog about fashion; she humanized it. She demonstrated that style could be a form of personal freedom, that fashion writing could be both intellectual and emotional, and that one voice (honest, curious, and a little chaotic) could change the entire rhythm of the industry.
Dot Dot Bubble Tea (@Wearedotdot) • Instagram Photos and Videos. www.instagram.com/susiebubble.
Lau, Susie. “A Look Back at Louis Vuitton’s Trip to Barcelona for Cruise 2025 - 10 Magazine.” 10 Magazine, 6 May 2025, 10magazine.com/louis-vuitton-barcelona-cruise-2025-10-issue-7.
Lau, Susanna. “Is London’s New Era Here?” The Business of Fashion, 2 Oct. 2025, www.businessoffashion.com/reviews/fashion-week/hm-conner-ives-simone-rocha-burberry-womenswear-spring-summer-2026.
Lau, Susie. “Susie Lau on Her Trip to Kyoto for Dior Fall 2025 - 10 Magazine.” 10 Magazine, 6 May 2025, 10magazine.com/susie-lau-trip-to-kyoto-dior-fall-2025.
“Susanna Lau - the Business of Fashion.” The Business of Fashion, 23 Sept. 2025, www.businessoffashion.com/authors/susanna-lau.
Wikipedia contributors. “Susanna Lau.” Wikipedia, 12 May 2025, en.wikipedia.org/wiki/Susanna_Lau.
Media can be found on Susanna Lau's Instagram page: https://www.instagram.com/susiebubble/ and her outfit archives on the internet throughout other blog posts.
The presentation was made on Canva.com.
