ASICS Collabs, Mayo Bags and GB Athletes, Welcome to Chopova Lowena SS25

What unites ASICS with spurs, mayonnaise jar holders and GB athletes? Chopova Lowena's Spring/Summer 2025 runway show, of course. The London Fashion Week showcase draws on the designers' heritage, fusing Americana influences with unlikely characters, family and friends on the runway and unexpected collaborations.

Speaking about the show's inspiration, Emma Chopova tells us, "Because I grew up in America, we've been wanting to look at American culture for a while. We particularly love Western references, but we wanted to find a new thing that excites us. We looked at Halloween, can can and female heroines from the late 1800s and early 1900s."

Fusing these influences with additional themes of gymnastics and sports, the collection favored lycra fabrics, stretchy silhouettes and acidic-hued neons to add a touch of modernity to classical references. Additionally, this season's showcase saw each look arriving in pairs. "Because Laura had twins, and because we're two people, it felt very much like we made everything in sets. And then we realized this when we were styling it out, and then we just wanted to put everyone in a pair," Chopova explains.

Developing characters like the good and bad witches, modern-day advertising ladies and feral gymnasts, the show invites you into the inner workings of Chopova Lowena's minds. And then, there are the collaborations. This season, the brand teamed up with ASICS to recreate several versions of its classic GEL-Quantum 360 VIII silhouette. Adorned with metal spurs, garden finds and metallic studs, the shoes also arrived in a Mary-Jane style, some of which were designed purely for the show.

"A lot of the ASICs have spur hardware that we used on the clothes and then there's butterflies and the flowers. The flowers are actual garden decor, like industrial steel garden decor and then we used steel elements from the 1950s. The Mary Jane buckle ones have dog collars around the ankles," the designer explains.

Speaking about the decision to partner with ASICS specifically, Chopova adds, "We've wanted to do this for a very long time, so we've said no to a lot of different shoe things. With ASICS, they're just like, cool, and so good to work with."

Next on the list of unexpected collaborations? Hellmann's mayonnaise. "We wanted to make a bag with a food item because we wanted to use a Victorian spoon pouch. So we reached out to our favorite food brands, and then Hellman's was crazy enough to do it with us, and it was amazing," Chopova tells us.

Take a look at our favorite looks from the show above and for more LFW news, check out Di Petsa SS25.