The show will be broadcasted live from the historic Piazza del Duomo in Lecce – marking the first time a luxury house will be presenting a virtual show for a seasonal collection.
Despite the current trend of brands leaving the traditional fashion calendar in the wake of COVID-19 and lockdowns (see: Saint Laurent, Michael Kors and Gucci), Christian Dior has announced that it will carry on its Cruise 2021 show in Puglia, Italy. However, the show will be held live behind closed doors – and without an audience.
The brand’s women’s creative director Maria Grazia Chiuri and CEO Pietro Beccari recently held a video conference to announce plans to move forward with the show on July 22 after postponing the original schedule on May 27 due to the government’s ban on public events.
The show will be broadcasted live from the historic Piazza del Duomo in Lecce – marking the first time a luxury house will be presenting a virtual show for a seasonal collection.
Commenting on the Maison’s plans, Beccari said, “We would like to send a message of support, hope, and rebirth to the world; to the big suppliers and the small ones. Many still don’t know how to survive, so this move is so important for the artisans that we need to preserve. We want to give them a reason to restart.”
“Fashion Week is important not only for the fashion family, it’s also important for the cities where the fashion shows [take place],” added Chiuri.
According to the press release, the show will pay tribute to the landscapes and diverse cultures of the region – encompassing the art of weaving, dance and music. This move serves to encourage and promote the poetry and work of artists and artisans in Lecce that have supported the Parisian brand long before the global pandemic of our time.
The virtual show will be available for viewing to members of the press and retailers.
Photos: Dior