This Is Us

Last year, Dior Beauty amped up the bold, individualistic spirit of its high-shine Dior Addict lippie with the introduction of couture cases: decorative shells that fit any of the refill bullets from the range to give it a fashion-forward personalised touch. Now, another four holder designs and 10 shades have been added to the collection. Peter Philips, creative and image director for Dior Makeup, tells Noelle Loh how his idea of self-expression is one for everybody

- 

THE IDEA OF COUTURE CASES REMAINS A NOVEL ONE. WHAT DO YOU HAVE TO SAY TO THOSE WHO FIND IT FRIVOLOUS?

"You can say that we're using this 'frivolousness' for a good cause. After all, once someone likes a shade, they tend to buy it again. You can stick to the classic Dior Addict case (its slick black lacquered design is iconic), of course - it also works with the refills. But by making cases that are a bit more funky or fun, that could help get people buying more sensibly and sustainably. The more attractive and fashion-forward we make the case, the more desirable and collectible it becomes and perhaps this will encourage people to buy refills instead of the whole lipstick and its packaging repeatedly." (According to the brand, in comparison to using two non-refillable Dior Addict lipsticks, switching to a refill saves 33 per cent of fossil fuels and 39 per cent of water as well as reduces 37 per cent of greenhouse gases emitted. On March 27 this year, it launched three new couture cases that draw from Dior's fashion codes: the powder pink Rose Montaigne; the sleek White Canvas with the Dior Oblique monogram printed all over; and Brick Cannage, which features the label's emblematic canework motif in bright red fabric. Come April 10, another one with the Oblique pattern - this time in a burgundy-on-beige colourway - will drop. All are limited-edition.)

DO YOU SEE INTERCHANGEABLE DESIGNER CASES BECOMING A HUGE TREND AND EVENTUALLY, THE NORM?