Dior to host Cruise 2021 runway show in Puglia for friends and family only

The show will take place in the historic town of Lecce on July 22
Imaxtree
Chloe Street23 June 2020

Following hot on yesterday’s news that Burberry will host a runway show in September “in nature” with no audience, Dior has confirmed it too will host a live runway event to be watched via digital livestream.

Postponed from the original date of May 27, Dior’s Cruise 2021 show will take place at the Piazza del Duomo in the historic city of Lecce in Puglia on July 22, and will be attended only by a handful of the brand’s friends and family – not ambassadors and influencers, but real pals and relatives.

Those select few attending will adhere to the strict social distancing rules being enforced across Italy, while everyone else will have to tune in to watch the show online.

Pietro Beccari, CEO and president of Dior, co-hosted a virtual press conference with artistic director Maria Grazia Chiuri to share the news on Monday. He explained that a live runway is important to Dior for several reasons. "The first one is that for Maria Grazia and I, luxury is emotions. When it comes to fashion, nothing carries the emotion of a real fashion show," he explained.

The second is that Chiuri, whose father comes from Puglia, worked with craftspeople from all over the region to design the collection, and thus the show location was chosen as a means of championing the artisans the brand employed.

“Something that was very important to me was conveying how much craftsmanship value there is in Puglia, and how important it is, especially for younger generations, to invest in this,” Chiuri said in the video message. “We are a company that works with people across the world—so many people depend on our work. It’s a collective project that involves many people, and I found a great sense of sisterhood and brotherhood among these people who, despite all the difficulties and this general sense of not knowing and not understanding, decided to work with me anyway.”

“We would like to send a message of support, hope and rebirth to the world; to the big suppliers and the small ones,” said Beccari.

“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.”

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