BAT Germany’s Vuse has expanded its partnership with Berlin-based designer Marina Hoermanseder, unveiling a custom case for the Vuse Ultra device and Ultra Smart Pods during Berlin Fashion Week.
The accessory is not a new vape, but a brand-extension play: flavor cues translated into fashion colors, then sold as a lifestyle object. For a category that is always treated by regulators and public-health scolds as if adults have no taste, no style, and no agency, that is the point.
BAT Germany announced the collaboration in a July 7 PRNewswire release, saying the case was first presented July 3 during Hoermanseder’s Spring/Summer 2027 “Outer Space Collection” show. The case is designed to hold the Vuse Ultra device and Ultra Smart Pods together. According to BAT Germany, the idea was to give users a way to keep the device and pods in one place, while adding Hoermanseder’s design language to the product.
The cases will be offered in three color variants inspired by Vuse flavors: True Blueberry, Strawberry Fuchsia, and Elegant Tobacco. The company says they will go on sale in October for €29 through Vuse’s website, selected malls, and the Vuse Loyalty Club.
Hoermanseder said the project asked how “flavour and personal perception” could be translated into a physical object. Linda Weichel, senior category manager vapour at BAT Germany, said the collaboration connects function, design, and individuality.
That is standard brand language, but it also says something true about the adult nicotine market. Smokers and vapers do not choose products solely based on nicotine delivery. They choose by ritual, convenience, price, aesthetics, and flavor. Anti-vaping campaigners pretend those things are youth bait when they apply to vapor products, but normal consumer preference when they apply to coffee, alcohol, clothing, or anything else adults buy.
The collaboration follows an earlier Vuse-Hoermanseder project shown at Berlin Fashion Week in 2025. BAT Germany says the new case is part of Vuse’s “Follow your vibe” campaign, which centers design, flavor, and personal expression.
For Vuse, the case is a small accessory with a bigger message: the company wants its pod system to live in the same cultural space as fashion and design, not just in the locked nicotine cabinet.
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