‘FLUTUR’: THE NEW CAPSULE BY PUMA AND DUA LIPA IS COMING SOON
Cape Town, South Africa — PUMA and global pop superstar Dua Lipa
continue to thrill fans, announcing their first product collaboration: a limited-release capsule
called “Flutur”. Dropping tomorrow, 28 January 2022, this 90’s inspired, four-piece capsule of
apparel and footwear is a tease of what’s to come next year, when a full collection is released.
The collaboration features a new logo that is symbolic of the partnership, bringing together
Dua’s name and the PUMA formstrip which transforms into an iridescent butterfly.
“For me butterflies are more than just beautiful creatures, they represent so much, like
transformation, hope, and metamorphisis, over this past year the butterfly has become
especially symbolic and meaningful to me” said Lipa. “The name of the capsule, ‘Flutur’, is the
Albanian word for butterfly. I chose it to pay homage to my heritage while also celebrating this
new beginning with PUMA.”
The iridescent logo is the centerpiece of the capsule, predominantly featured on the easy-to-
wear silhouettes including black and white Tees (R699), as well as a black Oversized Hoodie
(R1 299). The highlight of the PUMA x Dua Lipa “Flutur” capsule is the Mayze, one of her
favourite shoes from the brand. The triple-black leather Mayze Flutur (R2 299) has a stacked
midsole, zig-zag stitching on the formstip, Dua Lipa’s signature logo on both the tongue and the
insole, in addition to two lace options.
“It was important for Dua to release staple pieces that would complement any wardrobe. She
knew what she wanted and brought those ideas to the table," says Maria Jose Valdes, General
Manager of PUMA’s Sportstyle Business Unit. "This capsule is just a tease to what’s to come
next year, we’ve been working around the clock with Dua to bring to life all of her ideas. It has
been a pleasure to work with her, she truly is a style icon.”
The campaign was captured by German photographer Daniel Sannwald, who in the past has
worked with some of the most important and influencial musicians, including Lipa. His creative
genius transports us to this psychedelic fairy tale where we see Dua’s metamorphosis from the
chrysalis emerging into a butterfly, from darkness to technicolor. She was shot against a black
and white backdrop, with colourful lighting and visual effects that helped create this magical
transformation, a true reflection of the product design and inspiration.
Dropping in South Africa on 28 January 2022, the PUMA x Dua Lipa ‘Flutur’ capsule will be
available from PUMA.com, PUMA V&A Waterfront, Braamfontein, Sandton, Mall of Africa and
Gateway stores and selected retailers.
To learn more about the ‘Flutur’ capsule, visit : https://youtu.be/lVVjw7TuwkI
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