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Spreading the message of hope, after this period of difficulty

The House announces a live runway show behind closed doors. The Dior Cruise Show 2021 presents a collection about community, inclusiveness, and craftsmanship

In a virtual press-conference on June 22nd, Dior Artistic Director Maria Grazia Chiuri and CEO Pietro Beccari announced the postponement of the Dior 2021 Cruise Show, due to the Covid-19 pandemic. The show was scheduled to debut on May 9th. As for the spring 2021 show to be held in Paris in September, Beccari underlined that the brand was optimistic about welcoming a live audience «We hope to be able to have some audience, if not a full room». While most high-end Houses will introduce their resort collections in showrooms or through digital presentations, Dior decided to host a runway show. Accompanied by a Livestream, Dior is going ahead with presenting the collection in front of family members and friends of the House at the Piazza del Duomo in Lecce, Puglia.

In the conference, Beccari illustrated the importance of a live runway. «For Maria Grazia and I, luxury is emotions. When it comes to fashion, nothing carries the emotion of a real fashion show. With this, we would like to send a message of hope, optimism, and rebirth after this period of difficulty». The show will pay tribute to Chiuris’ father – who grew up in the region -, Lecce’s artisans and craftsmen who helped producing the Dior collection, highlight the traditional works and techniques of the province. High-end brands often rely on firms to manufacture luxurious cloth or products. Supporting the works of the regions’ craftsmen would be a message of hope and optimism.

«I want to send a message to the young generation living in places where there are fewer opportunities. At this moment, we have to use what is around. The show is about community, inclusiveness, and craftsmanship». Creatives such as the contemporary Italian artist Marinella Senabre, Pietro Ruffo, or composer Paolo Buonvino contributed to the collection. «With the exchanges between Paris and Lecce exploring the House codes having started long before the health crisis and imposition of lockdown, it was even more essential for Dior to continue these collaborations to support and promote the virtuosity of these artisans and artists, to ensure that the poetry and the beauty of their work are transmitted through this reinvention and that the Dior dream continues», the House stated.

For the spring show 2021, to be held in Paris this September, Dior opts for staging a live runway show with an audience. «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». Meanwhile, the British fashion house Burberry has announced a live runway show with no audience for this Monday. Michael Kors or Marc Jacobs declared that they would skip the runway season.

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