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Dua Lipa x PUMA channels its love for "Fluturs"

Butterfly effect and 90s vibes

Dua Lipa x PUMA channels its love for Fluturs Butterfly effect and 90s vibes

For me, butterflies are more than just beautiful creatures, they represent so much, like transformation, hope, and metamorphosis. Over this past year, the butterfly has become especially symbolic and meaningful to me.

With these words, Dua Lipa explains the importance of the butterfly, an insect symbol of Y2K fashion, which for the pop star is a sort of guide animal, so much so that it inspired her new collection for PUMA. Called Flutur, which is actually the Albanian word for butterfly, the capsule includes four pieces inspired by the 90s, all featuring a new iridescent butterfly logo: black and white baby t-shirts, a black oversized hoodie and a PUMA Mayze. The sneaker is the real highlight of the proposal and features a chunky triple-black leather silhouette, zigzag stitching on the formstrip, overlapping midsole and Dua Lipa's distinctive logo on both the tongue and insole.

As Maria Jose Valdes, general manager of PUMA's Sportstyle Business Unit, pointed out, Dua wanted to make essentials, which will anticipate a larger collection coming in 2022:

It was important for Dua to release staple pieces that would compliment any wardrobe. She knew what she wanted and brought those ideas to the table. 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.

Flutur, presented with a campaign shot by German photographer Daniel Sannwald who portrayed the singer on a black and white background, with colored lights and lighting effects that have helped to create a sort of visual Butterfly effect, will be available from December 18 on the PUMA website and in stores at a price between 30 and 110 dollars.