by Susan Moore
Pop artist Dua Lipa has once again partnered with the athletic clothing brand Puma. The first collaboration became available in December of 2021 after Dua Lipa was announced as an official collaborator in November of 2020.
While the first line seemed like a stylized version of Puma classics (such as platform sneakers and baby tees), this newest collection is very much reminiscent of Lipa’s personal aesthetic. “Flutur 2”, named after the Albanian word for butterfly, features bright oranges, deep purples, and pastel pinks in its tee shirts and sports bras.
On the Puma website, Lipa cites “rave culture and old school rave posters” as inspiration for the line. This also manifests in the way the pieces are styled with chokers, space buns, and highlights that match the clothes sported by the models. It is a different take on athleisure than has been done before, but certainly paves the way for other companies to follow suit. After all, with gen Z gravitating to less subtle tones, and colourful clothes being on trend, this could be the first of many lines of its kind.
While the collection pieces are slightly more expensive than regular puma pieces ($140 for shoes as opposed to $90), they are not priced like luxury goods. Rather, with tennis shoes already having the potential to be a more expensive purchase, they are a surprisingly affordable option.
With “Flutur 2” already receiving lots of attention, one can easily imagine that this collection is just the beginning of a long and productive partnership.
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