Dior is going ahead with its cruise show in Italy next month.
The luxury French fashion house is moving forward with its Cruise 2021 presentation on the Piazza del Duomo in Lecce on 22 July, and due to social distancing rules imposed in the Puglia region of the country, there will be no audience.
The news was announced in a virtual press conference held by Pietro Beccari, CEO and president of Dior, alongside creative director Maria Grazia Chiuri, on Monday.
“It’s the first time Dior (will stage a) show in a big way in Italy. Supporting Italy and the Puglia region – which is on the verge of bankruptcy – is important to us,” Beccari said, as he noted that the show would be a message of support and hope to the world.
“I’m also thinking about models, photographers, hair stylists, make-up artists, production: all the fashion family around a show,” he continued. “Mr Dior founded his house after a war. He had the courage and optimism to do that. This is our DNA: to stand up and ring a bell for the fashion world in this moment. We rise by lifting others.”
Chiuri explained that staging the show in the picturesque region of Puglia was a personal decision.
“It’s very important to me to emphasise how much craftsmanship there is in Puglia and reinvest in it. So many people depend on our work,” she said. “I think it’s also important to remember that fashion week is not only important for fashion family, it’s also important for the city where the fashion shows are. This is also our idea: Don’t forget that we are important for others.”
They also revealed that a haute couture collection will be presented digitally in early July, and Beccari added the fashion house is definitely not abandoning the fashion calendar like other big name labels have decided to do in the wake of the coronavirus pandemic.
“Definitely, we will follow the rhythm of fashion week – there are people in Paris who expect us to follow this rhythm,” Beccari said. “We hope to have some audience in September, if not a full room.”
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