Dior has announced it will present its 2021 Cruise collection in Lecce in Puglia, Italy as planned and it will be a tribute to Italian craftsmanship. The show will take place this summer and will be presented without and audience.
The project was announced during a virtual press conference this afternoon, hosted by President and CEO Pietro Beccari and Artistic Director of Womenswear Maria Grazia Chiuri on 22nd June.
The project which is spearheaded by Maria Grazia Chiuri started before the global crisis as the Artistic Director wanted to highlight the work that is done by these artisans and also to highlight it for future generations. She has worked with many local artisans over the recent months, collaborating with local communities who specialise in traditional techniques.
“This project is very close to my heart because my father was born in Puglia. In a way, it is dedicated to him because he taught me to believe in myself even in difficult times and to believe in the future” Said an emotional Chiuri.
While some brands are deciding not to go ahead with traditional fashion shows in the current situation, Dior wants to move forward with this project for a number of reasons. Pietro Beccari explained some of these reasons including how “nothing carries emotion like a real, live fashion show.” And that the House wanted to send “a message of support, hope, optimism and rebirth after this period of difficulty.” The final reason was to give tribute to the local artisans that the brand has collaborated with for this collection.
The conference went on to discuss the upcoming fashion weeks and whether Dior will take the decision will move forward with fashion weeks going forward. “We will be following traditional fashion weeks as there are a lot of people who expect us to follow this rhythm. We believe that an injection of novelties is important in our business” Said Beccari. While Chiuri added, “Fashion Week is not only important for the fashion family it is important for the city where the shows are.”
The show will be a live event but without an audience and will be broadcast across the House’s digital platforms on July 22nd.