An Ode to Puglia: How Dior’s Cruise Show Celebrates Italian Craftsmanship

An Ode to Puglia: How Dior’s Cruise Show Celebrates Italian Craftsmanship

Drawing on Maria Grazia Chiuri’s Italian heritage, the physical – but socially distanced – show took place in the town of Lecce, Puglia


Recent years have seen cruise collections take place in increasingly far-flung locales – from Havana to Shanghai, Rio de Janeiro to New York – and the spectacles of those shows grow ever larger. The coronavirus pandemic, though, brought the phenomenon to an abrupt pause earlier this year: Chanel chose to show its resort collection via lookbook, in lieu of a planned show on the island of Capri, Gucci cancelled its cruise show in San Francisco entirely, while other brands have delayed or rescheduled, with questions arising about the environmental impact and expense of such presentations.

Yesterday evening, though, Dior broke from the pack, presenting a Cruise 2021 collection in the small town of Lecce in Puglia, southern Italy. It is the place that Maria Grazia Chiuri had always planned the hold the show – she herself is Italian, and has long been inspired by the country’s craftmanship – and perhaps the only difference was the lack of physical attendees, who, instead of being flown in from across the world for the evening, would have to watch from their computer screens at home (there was, however, an intrigued audience of locals – and a few devoted clients – who watched the show unfold from the balconies around the main square).

The rest, though, was as you might expect from a…

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