Top 10 fashion trends at the London 2012 Olympics

Form follows function, right? Yes and no when it comes to the London 2012 Olympics, where the apparel and accoutrements are a mix of stuff that makes you fast, stuff that keeps flies out of your ears - and stuff that gets you noticed. Here are frockwriter's picks for the top trends of Week One.  

Zanita Whittington shoots a Puma

It’s a trend that is, increasingly, bound to get up the noses of some professional photographers: self-taught snappers with blogs nabbing lucrative commercial contracts that might have gone elsewhere. Notable examples include Scott ‘The Sartorialist’ Schuman shooting for Burberry, among others and Jak & Jil’s Tommy Ton shooting for Sergio Rossi and Lane Crawford. In Australia, joining a list that already includes Hayley Hughes’ Windsor Smith advertorial and Matt Jordan’s campaign for Orri Henrisson, comes model-turned-photoblogger Zanita Whittington’s new e-lookbook for Puma Australia. Starring Tania Pozzebom, it features product that is exclusive to Puma’s concept stores in Sydney and Melbourne, including Alexander McQueen for Puma, Puma by Hussein Chalayan, Rudolf Dassler Shufabrik and Mihara Yasuhiro. Here is a first look. The Puma gig follows twelve months after Whittington was tapped as a face of US sportswear giant American Apparel, the news of which unleashed a mini storm of controversy over AA’s claim that it only ever uses non professional models.