From the clip director:
"Puma Flawless is about self-improvement, meditation and synthesis with nature during training.
As the slogan of the collection says: “Go Hard - Look Flawless”, the more you work, the more flawless you become.
My task was to create that very state of hard training. I didn't want it to be direct, "too much on the nose", so I started working on the visual form, trying to create a sense of magic and immersion into Alina's consciousness.
Thus, having worked through visual images metaphorically, I decided to show that the result of hard training is sweat drops on the body, this is not something shameful, on the contrary, it is an inner radiance that makes a person flawless.
The key metaphor of the video was water. In the first scene, when Alina is doing an intense workout, sweat drops are released on her body, which are compared with raindrops on a plant using a match/cut. Alina runs so fast that she is ahead of time and gets inside her own consciousness where she encounters a cube of water.
When she tries to touch it, the cube breaks down and shatters into hundreds of small droplets around. Alina runs her hand over her sweaty collarbones, after which they begin to shine.
This radiance is the apogee of her condition, the highest degree of perfection and self-confidence, the fruit of hard training, when the feeling of confidence within herself is more important than appearance and human standards of beauty.
For me, this is the sacred meaning of any training. Go hard - look flawless."