Fashion & Jewerly 17 December 2021

"FLUTUR":

 THE NEW CAPSULE FROM PUMA AND DUA LIPA

Dua Lipa Collection Mayze Talent ©Puma



The new collection from PUMA and pop superstar Dua Lipa, "Flutur" is a limited edition capsule. Inspired by the 90s, the collection consists of apparel and footwear and will be released on Saturday, December 18, and is a taste of what is to come in 2022, when the full collection will be released.

The campaign was shot by German photographer Daniel Sannwald. In his production, he shows Dua's metamorphosis from doll to butterfly, from darkness to Technicolor. It was shot against a black and white background with colorful lighting and visual effects.

The collaboration features a custom-designed logo and features a new logo that combines Dua's name with the PUMA lettering, which transforms into a dazzling butterfly.

The butterfly was chosen by Lupa because - "For me, butterflies are more than just beautiful creatures, they represent so many things, such as transformation, hope and metamorphosis. This past year, the butterfly has become especially symbolic and meaningful to me. The name of the capsule, 'Flutur', is the Albanian word for butterfly. I chose it as a tribute to my heritage while celebrating this new beginning with PUMA."

Dua Lipa Flutur Collection - Mayze Talent

©Puma

The new logo is the centerpiece of the collection and can be found on the baby T-shirts as well as the black oversized hoodie. The highlight of the PUMA x Dua Lipa "Flutur" Capsule is the Mayze, one of her favorite shoes from the brand. Made of triple black leather, the Mayze Flutur features a stacked midsole, zigzag stitching on the toe, Dua Lipa's signature logo on the tongue and insole, and two lace-up options.

The campaign was shot by German photographer Daniel Sannwald, who has worked with some of the most important and influential musicians in the past, including Lipa. 

In his production he shows Dua's metamorphosis from doll to butterfly, from darkness to Technicolor. It was shot against a black and white background with colorful lighting and visual effects.

The PUMA x Dua Lipa 'Flutur' Capsule will be released worldwide on PUMA.com next Saturday, December 18.

https://us.puma.com/us/en/puma/dua-lipa-collection