Luxury French fashion house Dior is all set to present its coveted Cruise 2021 collection live in Puglia, Italy on July 22, confirmed president and chief executive officer of Christian Dior Pietro Beccari exclusively during a digital conference today. Although the presentation was originally scheduled for May 9, many of the world’s leading fashion houses—including Dior—were forced to postpone or cancel their live shows in the wake of Covid-19. However, as the world gradually begins to reopen amidst strict health and safety guidelines, the Parisian maison has just announced the new end-July date to debut its upcoming season of Cruise creations.
Although the show will be staged at the historic Piazza del Duomo in the heart of one of Italy’s most picturesque squares in Lecce, the runway will not be lined with the usual celebrity and high-society invitees of the fashion world. Instead, the audience-free show will be live-streamed through the brand’s digital platforms in accordance with global social distancing measures—a move that may potentially become the norm in not only light of the pandemic but also the industry’s evolving focus on sustainability.
The decision to go ahead with the presentation was one made in a meaningful endeavor to instill hope. Dior wanted to send a message of positivity and optimism to all of the atelier’s craftspeople who have been diligently working for the maison, explained Beccari. Womenswear creative director Maria Grazia Chiuri describes this pending collection as one that is very close to heart, explaining that she—along with everyone else involved on-site—happily continued to ideate, design, and now soon action this highly-anticipated project. Chiuri collaborated with famed Italian artists, musicians, and ceramists to envision a collection paying homage to this country lauded for its sartorial masterpieces and the region where her father was born. “He has taught me to believe in myself in this difficult time and most importantly to believe in the future,” shared Chiuri.
This will be the first time Dior will present a collection in Italy. Last year, the French label presented its Cruise collection at the El Badi Palace in Marrakech for its first-ever runway show in Morocco, where signature motifs of the famed maison were reimagined with influences from traditional African patterns and materials in an inclusive representation of the globally diverse industry it represents.