PUMA AND SINGER DUA LIPA PRESENT THE CONTINUATION OF THE FLUTURE COLLECTION

Unbridled colors

Flutur’s unbridled aesthetic brings colorful colors and tight shapes inspired by old-school rave culture. The collection is full of vibrant hues, holographic details and retro silhouettes. The sporty DNA of the PUMA brand can be felt from the striped jerseys and retro sportswear silhouettes and tracksuit-inspired cuts. Shades of pink, purple and orange define the color palette of drop two, which brings clothes, shoes and accessories. Dua Lipa herself presents a new pink hairstyle that matches the color scheme of the collection.

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Transformation

The entire drop 2 is accompanied by a Dua Lipa butterfly inscription inspired by vintage rave flyers. The butterfly is a symbolic expression of transformation, representing the transition from the old to the new. The theme of transformation became key in the life of the London-based artist at a time when she herself was going through her own creative metamorphosis. The central design of the collection is therefore the butterfly symbol and its combination with the iconic cat logo of the PUMA brand.

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“The butterfly represents transition, metamorphosis and new beginnings. Even while working on the first drop of the collection, I felt how much the symbolism of the butterfly had for me. When working on drop number two, everything became even more anchored and the symbol of the butterfly became even more important in my life . I feel that he was a natural part of it all from the beginning of the collaboration,” describes Dua Lipa.

Products in the collection

Flutur Drop 2 includes more than 30 pieces. His highlights include the cool T7 bell-bottom tracksuit and unique CELL Dome King shoes, created by Dua Lipa herself. The unisex collection is also available in a range of inclusive sizes. The bright tracksuit series was conceived based on the singer’s vision of a nostalgic rave-style tracksuit that is comfortable and wearable. The full range of boots includes models such as the CELL Dome King and three variants of the Mayze silhouette: the classic black Mayze with red laces, the Mayze Boot and the Mayze Metallic. During the creation of Dua Lipa, she worked closely with long-time collaborator of the PUMA brand, designer and composer Billy Walsh, who helped to fully realize the collection.

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They created the campaign

Photographed by Jordan Hemingway and choreographed by John Byrne, the campaign features Dua Lipa’s ‘Future Nostalgia’ tour dance crew: Samantha Grover, Didde-Mie From, Jason Nguyen, Zaccary Mile, Fatou Bah, Robyn Laud, Sharon Mangoendinomo, Demi Mensah , Kane Horn, Lamaar Manning and Shawarah Battles.

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