Dropping Saturday, the four-piece capsule of apparel and footwear will act as a “tease” of what’s to come next year, when a full collection is released, Puma said. The collection will feature a new logo that combines Lipa’s name and the Puma formstrip into an iridescent butterfly—a creature that has become “especially symbolic and meaningful” to the singer over the past year.
“For me butterflies are more than just beautiful creatures, they represent so much, like transformation, hope, and metamorphosis,” Lipa said in a statement. “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 butterfly logo will feature prominently on the ‘90s-inspired collection’s apparel selection, which consists of black and white baby tees and a black oversized hoodie. The capsule will also include a triple-black leather Mayze sneaker—the same shoe Lipa styled this spring for her first solo campaign with Puma. The Mayze Flutur will feature a stacked midsole, zig-zag stitching on the formstrip and Lipa’s signature logo on both the tongue and the insole.
“It was important for Dua to release staple pieces that would complement any wardrobe,” Maria Jose Valdes, general manager of Puma’s sportstyle business unit, said in a statement. “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.”
Lipa is not the only Puma ambassador to drop new gear this month. Days before Lewis Hamilton hit the track in Abu Dhabi for the Formula 1 season finale, the company announced that it was releasing a special edition Speedcat Pro Spectra race boot in the British race car driver’s honor as part of the company’s “Only See Great” brand campaign.
The Puma Speedcat Pro features lightweight fabrics that Puma says don’t comprise comfort and ensure protection against fire. A carbon fiber counter provides heel support and further weight reduction, while a low-profile rubber outsole ensures “absolute” control of the pedals. The specialty boot—listed online for $450—has already sold out.
Not one to play favorites, Puma provided Hamilton’s competitor—and, following a controversial finish to Sunday’s race, this year’s Formula 1 champion—Max Verstappen with his own special golden edition of the Speedcat Pro.
Also this week, Puma partnered with the footwear and athleisure retailer Hibbett to donate $20,000, 4,350 pieces of Puma footwear and apparel and 10,560 crayon sets to Children’s of Alabama hospital. The donations will benefit teams that provide patients and their families essential items, gifts and counseling.