PUMA and global pop superstar Dua Lipa present the second installation of their ongoing Flutur collaboration.
Flutur’s unabashed aesthetic invites bright colours and form-fitting looks, inspired by old-school rave culture. The collection is filled with vivid shades, holographic details, and retro silhouettes. Active influences are mixed throughout as well, shown through striped jerseys, throwback sportswear silhouettes, and tracksuit-inspired cuts. Hues of pink, purple, and orange define the collection’s color palette, which includes apparel, footwear, and accessories, while Dua Lipa herself introduces a new pink hairstyle to match the colour scheme of the collection.
At the front and center of the collection, Dua Lipa’s butterfly lettermark is inspired by vintage rave flyers and represents transition and new beginnings, a theme that became central to the London-born musician’s life as she went through a creative metamorphosis of her own. Dua Lipa’s butterfly graphic shares placement with PUMA’s fast cat insignia in much of the collection.
“The butterfly represents transition, metamorphosis, and new beginnings. 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 into 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,” said Dua Lipa.
Flutur Drop2, created exclusively by Dua Lipa, is a unisex collection offered up in a range of inclusive sizing. She worked closely alongside longtime PUMA collaborator, designer, and songwriter Billy Walsh, who helped to fully realise the collection.
Photographed by Jordan Hemingway and choreographed by John Byrne, the campaign features the dance crew from Dua Lipa’s ‘Future Nostalgia’ tour.
PUMA x Dua Lipa Flutur Drop 2 collection is available in select stores, PUMA.com and PUMA App in the country.