Dior Will Go Ahead With a Cruise Show in Puglia — Sans Audience.

By Balthazar Malevolent


Today Dior's Women's Artistic Director, Maria Grazia Chiuri, and the house's CEO, Pietro Beccari, revealed through a live conference that Dior's Cruise 2021 collection would be seen digitally on live models without an audience on July 22nd in Lecce, Italy. The move comes in response to the annulment of the originally planned show due to the Covid-19 pandemic on May 27th.

Through explaining the reasons for the rescheduling and live models at Piazza del Duomo in Lecce in the Puglia area of Italy, Beccari opened the meeting.

Piazza del Duomo in Lecce.

Luxury is emotions for Maria Grazia and I, and when it comes to fashion there's nothing that holds the emotion of a true fashion show, a live performance where art is performed without a safety net.

– Dior CEO Pietro Beccari

Pietro Beccari.

Beccari went on to express how supporting fashion on a local and global scale is important for Dior's house. The Cruise collection focuses on the artisans who produce the clothes and accessories, as well as on the "gang" that showcases the collection, i.e. the production team, from models to photographers. "We think this opportunity will be auspicious for the future, a good incentive to continue with a certain optimism," Beccari explained. Beccari shared, moreover, that the collection allowed himself and Chiuri to pay homage to their Italian roots. "For both of us, support for our country is important, (as is) support for the Puglia region, which has been so badly hit by the crisis and on the brink of bankruptcy, but with a strong will to fight."

Chiuri, whose father had come from Italy's Puglia region, went on to share:

What was very important to me - to convey how much craftsmanship value there is in Puglia, and how important it is to invest in this especially for younger generations. We are a company that works with people all over the world, so many people depend on our work. It's a collective project involving many people and I found a great sense of sisterhood and brotherhood among those people who decided to work with me anyway despite all the difficulties and this general sense of unknowing and uncomprehending.

– Maria Grazia Chiuri, Women's Creative Director at Dior

Maria Grazia Chiuri.

While other design houses choose virtual experiences to take them off the calendar, Dior has adapted its standard resort show to capture the delicate balance between old and new. The town of Lecce serves as the ideal model for the series, as it shows the animation of modern life inside frameworks of the old world. The series is also inspired by tarot cards, which were used in the mid-15th century, as enjoyed by the founder Christian Dior himself, yet another way of looking back on history when moving forward.

While speaking to the future shows of Dior, Beccari indicated that July's couture 2020 show will not be live, as for the plans of the house for the September Spring 2021 RTW series, "we hope to have some audience, if not a full room," Beccari said.

Rick Owens, Alexander Wang, Mugler, Courreges show are going to take place later this year. Stay tuned! We are going to keep you updated!

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