Christian Dior will stage its Cruise 2021 Show in Italy without an Audience.
Originally slated to be held on May 9, the show was postponed due to the Coronavirus pandemic. As France and Italy have relaxed their restrictions, the show will go on in line with Italy’s Covid-19 health and safety measures.
Maria Grazia Chiuri creative director of the women’s collection and Pietro Beccari, Christian Dior’s CEO, announced via video conference that the event will take place on July 22, in the Puglia region of Italy, the birthplace of the French fashion house ‘s artistic director of womenswear. The audience-free show will be broadcast live from the Piazza del Duomo in Lecce.
‘We would like with this to send a message together of support, of hope, of optimism and finally for some people of rebirth-and the word is not too big-after this period of difficulty. Many of them didn’t know and still do not know how to survive. We wanted to give them a reason to have hope, a reason to restart,‘ Beccari told WWD.
‘Fashion Week is important not only for the fashion family, but it’s also important for the cities where the fashion shows [take place],’ added Chiuri.
According to Beccari the reasons for having a live show were threefold. First, ‘Luxury is emotion, and when it comes to fashion, there is nothing that can convey emotion better than a real fashion show.’ Second, it believes in supporting fashion on both a local and global scale, and last but not least both Beccari and Chiuri are Italian.
For Chiuri, the Puglia region holds deep significance as her father comes from there which is also why she chose to collaborate with artisans of the region, from musicians to artists. The collection which is a fusion between French and Italian culture celebrates age-old Italian craftsmanship.
Dior’s Cruise 2021 collection presentation will be the first major show of the summer post the coronavirus pandemic. Likewise, Burberry also announces its return to the catwalk and will present its Spring / Summer 2021 collection on September 17 via a virtual show.