PUMA and global pop superstar Dua Lipa continue to delight their fans and have announced their first product collaboration—a limited-edition capsule collection called “Flutur.” The four-piece, ’90s-inspired collection of apparel and shoes, launching on Saturday, December 18, is a preview of what’s to come in 2022 with the release of the full collection.
The collaboration is symbolized by a new logo that combines Dua’s name with the PUMA lettering, which transforms into a shimmering butterfly.
“To me, butterflies are more than just beautiful creatures—they represent so many things, like transformation, hope, and metamorphosis. Over the past year, the butterfly has become particularly symbolic and meaningful to me,” said Lipa. “The name of the capsule, ‘Flutur,’ is the Albanian word for butterfly. I chose it as a tribute to my heritage while also celebrating this new beginning with PUMA.”
The iridescent logo is the centerpiece of the collection and features prominently on the easy-to-wear silhouettes, including black and white baby T-shirts and a black oversized hoodie. The highlight of the PUMA x Dua Lipa “Flutur” capsule is the Mayze, one of her favorite shoes from the brand.
The Mayze Flutur, crafted from triple-layered black leather, features a stacked midsole, zigzag stitching on the toe, Dua Lipa’s signature logo on the tongue and insole, and two lacing options.
“It was important to Dua to bring out essential pieces that complement any wardrobe. She knew what she wanted and contributed these ideas,” says Maria Jose Valdes, General Manager of PUMA’s Sportstyle Business Unit.
“This collection is just a taste of what’s to come next year. We worked around the clock with Dua to bring all her ideas to life. It was a pleasure working with her—she’s truly a style icon.”
The campaign was shot by German photographer Daniel Sannwald, who has collaborated in the past with some of the most important and influential musicians, including Lipa.
His creative genius transports us into this psychedelic fairy tale, where we witness Dua’s metamorphosis from caterpillar to butterfly, from darkness to color.
The photos were taken against a black-and-white background with colorful lighting and visual effects that helped create this magical transformation, which reflects the product design and inspiration.
The PUMA x Dua Lipa “Flutur” Capsule Collection launches the Saturday after next, December 18. The PUMA x Dua Lipa Wmns Mayze Flutur will be available at Fortytree and Jumpnshoez.
