Fashion

PUMA and Dua Lipa's "Flutur" Collection Pays Tribute to Old School Rave Culture

“The butterfly represents transition, metamorphosis, and new beginnings.”

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PUMA and Dua Lipa's "Flutur" Collection Pays Tribute to Old School Rave Culture

“The butterfly represents transition, metamorphosis, and new beginnings.”

Dua Lipa and PUMA are back with another installment of their ongoing “Flutur” capsule collection, first teased in April this year.

Inspired by old-school rave culture, the unisex collection fuses vivid hues with holographic details and retro silhouettes, all underpinned by Lipa’s signature butterfly motif. Comprised of striped jerseys, tracksuit-inspired sets and lycra shorts, the collection pays homage to the ’90s rave scene and features a color palette of pink, purple and bright orange. Completing the collection is Lipa’s striking pink new hair color, matching the collection’s palette perfectly. Silhouettes within the “Flutur” offering are form-fitting and draw inspiration from activewear, featuring T-shirts reminiscent of football kits and leggings that wouldn’t be out of place at a disco.

As with Lipa’s previous PUMA collaborations, the butterfly graphic is at the heart of the collection. Inspired by vintage rave flyers and representative Lipa’s own personal journey, the butterfly is fused with PUMA’s cat logo to create something new. “The butterfly represents transition, metamorphosis, and new beginnings,” says Lipa in a press release. “I felt like in the beginning, when I first started working on drop one, the butterfly already had a lot of meaning for me. Now, going to the second drop, that meaning has just solidified itself and become even more important in my life. It feels like everything progressed and manifested itself in that way.”

Standout items in the 30-piece collection include the Flared T7 Tracksuit and the CELL Dome King sneaker, both of which were created exclusively by Lipa. “Flutur” includes a range of apparel, footwear and accessories, showcasing three variations of PUMA’s signature Mayze silhouette including the Mayze Boot and Mayze Metallic. Celebrating the collection is a dance-inspired campaign photographed by Jordan Hemingway and choreographed by John Byrne, which features a number of dancers from Lipa’s “Future Nostalgia” tour.

The new campaign follows Lipa’s Balenciaga runway debut, where the singer walked the brand’s 51st Couture show in Paris alongside Kim Kardashian, Christine Quinn and Naomi Campbell.

Check out the “Flutur” campaign in full above before the full collection lands on PUMA’s website on July 14.
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