The show must go on for Dior Cruise. Yesterday, Maria Grazia Chiuri and Pietro Beccari announced in an exclusive press conference that the house’s postponed cruise show will go ahead in Puglia, Italy — but the live event will be staged behind closed doors. The audience-free show — which was originally scheduled for May 9, before the coronavirus pandemic — will now take place on July 22 and will be streamed across the world.
Held in Lecce’s historic Piazza del Duomo, Dior’s Cruise 2021 presentation will pay tribute to the Italian region of Puglia; a place that is particularly close to heart of Dior’s creative director. As the birthplace of the Chiuri’s father and an area that has been badly hit by the Covid-19 crisis, it was important for Dior to continue their collaboration with the region and thread the local landscape into the latest cruise collection.
“Fashion shows are not just important to fashion, but to the cities they take place in,” Chiuri revealed in the press conference, followed by the news that the show will incorporate the work of ceramists, artists, filmmakers and musicians from Puglia. From the art of weaving to dazzling light sculptures and dance performances, the show will support Puglia’s artisans, craftsmanship and culture — as well as the local community.
During the conference, CEO Pietro Beccari also revealed that Dior intends to continue with the traditional fashion week schedule and hopes to stage a spring 2021 show in Paris come September. “There will always be a place in fashion for live shows,” said Beccari. “We hope to be able to have some audience [in September], if not a full room.”
