PUMA has reunited with Dua Lipa for another ‘Flutur’-themed collection, adding to the duo’s list of eye-catching silhouettes. The collection builds on the aesthetics of vintage rave culture, utilizing whimsical orange, purple, and pink hues, holographic detailing, and retro clothing styles. Dua Lipa’s butterfly motif is also returned, highlighted on the garments' zippers and the PUMA cat logo. The ‘Flutur’ collection is known for its sporty silhouettes, offering apparel similar to football kits and leggings commonly repurposed for discos.
Collection highlights include the ‘Mayze Boot’ and ‘Mayze Metallic,’ in addition to other vibrantly colored apparel, footwear offerings, and accessories. The campaign visuals feature eccentric garments depicting a pink-haired Dua Lipa alongside other models in various artful poses. The 30-piece ‘Flutur’ collection debuts on PUMA’s website on July 14, 2022.
Retro Rave-Inspired Activewear
Dua Lipa and PUMA Debut Another Colorful 'Flutur' Collection
Trend Themes
1. Retro Rave-inspired Activewear - The trend of designing activewear inspired by vintage rave culture presents opportunities to repurpose retro clothing styles and incorporate holographic detailing into sportswear designs.
2. Celebrity Collaborations in Fashion - Collaborating with well-known musicians, like PUMA and Dua Lipa, offers disruptive innovation opportunities to incorporate innovative designs and capture larger audiences for the fashion industry.
3. Colorful and Whimsical Designs - The trend of incorporating playful hues and butterfly motifs in sportswear designs allows for the creation of visually stunning apparel for the fashion industry.
Industry Implications
1. Sportswear Industry - The sportswear industry has opportunities to incorporate bold colors and holographic detailing into their designs while repurposing retro clothing styles according to vintage rave culture inspirations.
2. Fashion Industry - Incorporating whimsical colors and designs influenced by retro rave culture and butterfly motifs into fashion design lines presents opportunities to capture larger audiences by appealing to the younger generations' tastes.
3. Celebrity Endorsement Industry - Partnering with famous musicians and incorporating their personal styles and fashion sense offers opportunities for the celebrity endorsement industry to reach a broader audience and increase brand recognition.