Running a personal brand has always been one of the strengths of celebrity success, but modern collaborations have made these brands even more lucrative.
Pop star Dua Lipa expertly ran her own brand; become the face of Yves Saint Laurent perfumes; design of three collections for Pepe Jeans; modeling for Versace; sign a sponsorship with the company Hard Seltzer Truly; founder of Service95, a concierge of style, culture and society. All those number one singles don’t pay the bills, you know.
Now, after becoming a Puma brand ambassador in 2020, Lipa has announced her first capsule co-branded with the brand, dubbed “Flutur” after the Albanian word for butterfly. The collaboration, perhaps the singer’s most accessible to date, features’ 90s-inspired hoodies, crop tops and Lipa’s own “Flutur” version of Puma’s Mayze sneaker – previously modeled by Dua in his first campaign.
With a chunky midsole and iconic stripes, the shoe is reminiscent of Rihanna’s iconic Fenty Puma line, one of the sportswear brand’s most successful celebrity partnerships. Rih’s innovative designs – which arguably popularized the creeper sneaker style – have steadily sold and presented Puma to a level of celebrity hype. It’s worth asking if Lipa’s sneaker is capable of doing the same, and if her line can offer more than a celebrity name.
I’ll admit I’m a longtime fan of Dua Lipa: her self-titled album was my soundtrack in 2017, and that same year I even met singer Soho – where she wore Nike Air Force 1 sneakers adorned with ‘she. name, no less. At first glance, his new Mayze sneakers didn’t impress me as much as his previous pair, but as a fan I had to try them on for myself.
Reimagined by Lipa, the shoes feature a triple black leather upper, a stacked midsole, and zigzag stitching on their Formstrips. Striped laces add a touch of contrast to the sneakers, while Dua’s Flutur logo – which combines its name with Puma’s Formstrip pattern – appears on the tongue and sockliner in a holographic finish. Overall the shoes are quite dirty, with a look comparable to that of Dr Martens.
In her campaign, Lipa makes up for the all-black style with brightly colored accessories including ’90s jelly bangles and bold resin earrings. The jewelry seems to align more with her funky personal style – but again, the Mayze sneakers are meant to suit everyone, whatever their fashion tastes. As Dua paired her shoes with matching black sweatpants, I decided to channel the singer’s more eclectic style with 2000s green corduroy pants.
Even without a crazy color scheme, the shoes were able to stand out thanks to their massive platform – which, like Lipa herself, seemed to fall between high fashion and streetwear. The style could easily go from a dressy look to a more athletic one, meeting a selection of outfits and demographics. I must admit, however, that walking around in the sneakers made me feel a bit like Frankenstien, albeit a more chic version.
Prior to this collaboration, I was expecting a similar shoe from Rick Owens, otherwise known as Fashion’s Lord of Darkness. The designer has popularized gothic streetwear over the years, and it’s hard to imagine anyone else – let alone a neon-loving pop star – debuting in a grungy, chunky sneaker suitable for the runway. . Yet Lipa’s Flutur Mayze challenges Owens’ reign on the gothic streetwear scene, and at a more affordable price, too.
A great classic
A plush sockliner, adequate arch support, and a lugged rubber outsole keep the shoe from prioritizing fashion over function. While I probably don’t maintain such a busy schedule as Dua’s, I enjoyed the comfort of Mayze sneakers for running errands and walking around my block. In wet post-snow conditions the shoes gripped the ground securely and I never felt I was in danger of losing my balance, even wobbling two inches above my normal height.
Whatever your loyalty to Lipa, sneakers are a great addition to any wardrobe. They are comfortable, fashionable, and have the ability to adapt to anyone’s style. Isn’t that what makes a great everlasting shoe?
Since their launch on December 18, the pairs of Flutur Mayze sneakers have remained relatively available on The Puma website, with a retail price of $ 110. Considering that the minimal design could serve as an alternative to other must-have sneakers – like Dua’s own AF1s – the competitive cost is pretty reasonable and you’re guaranteed to get more unique fit from the Mayze.
How it feels to wear Mayze sneakers.
You can still wear the sneakers with the rest of the Flutur capsule, which includes two baby t-shirts, one black and one white, and a black hoodie. Each piece carries Lipa’s Flutur motif alongside Puma’s iconic logo, which mimics the holographic finish of the first.
There’s more to come from Dua and Puma in 2022, according to the brand. With the Flutur capsule described as going “from obscurity to Technicolor,” future designs should be a bit more colorful than Lipa’s all-black Mayze sneaker – but it’s worth wearing some of the origin story. of the capsule. After all, what would butterflies be without their chrysalis?