10.10 ALL ABOUT DIOR

MAGIC NUMBER

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The cult color gracing Natalie Portman's lips in the Rouge Dior  campaign, the 999 shade is an homage to the house's very first lipstick. A good-luck red, in the image of the talismanic number that shares its name, lighting up the skin and creating a couture allure.

"I love red, it's the color of life" , Christian Dior used to say. More than a favorite color, for him it was a talisman, a good-luck shade endowed with a very special aura.  And the couturier, employing it so regularly in his collections, recommended it to every woman in order to inject a magic touch to her skin tone and her style. All the better to heighten and frame their smile with a swipe of so uniquely powerful a color that Monsieur Dior turned to it to create his first lipstick, a carmine simply baptised '9' that, over the years, has developed into a legendary shade.

Revisited in order to adapt itself to the contemporary Dior woman, the 9 became 99, and then 999 ten years ago. Today more than ever, Rouge Dior 999  is the ultimate red, the shade of shades. The one that imbues every look with a couture touch, for an impeccably chic allure from morning to evening. The mark of unmistakably Dior elegance that makes all the difference. 

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