Dior Will Go Ahead With a Cruise Show in Puglia, With No Audience – WWD

Dior Will Go Ahead With a Cruise Show in Puglia, With No Audience – WWD

PARIS — Dior said it plans to go ahead with what promises to be a spectacular cruise show to be staged on July 22 in the center of Lecce, the southern city known as the capital of Italian Baroque architecture — but without any guests in attendance.

Pietro Beccari, president and chief executive officer of Christian Dior Couture, and Maria Grazia Chiuri, the fashion house’s artistic director of women’s haute couture, ready-to-wear and accessory collections, revealed their plans in an online press conference on Monday.

Comparing the show to “a beautiful movie,” Beccari said the event would mobilize more than 1,000 participants including weavers, artists, musicians, filmmakers, carpenters and electricians, not to mention models, photographers, hairstylists, makeup artists and event producers.

“It will be without an audience and in respect of all the sanitary rules in effect in Italy,” the executive said.

“Luxury is emotions, and when it comes to fashion, nothing carries the emotion of a real fashion show, a live performance where artists perform without the safety net,” he added, saying the pressure of the deadline contributes to “the electricity that we feel in that moment.”

Chiuri, who started working on the collection before the lockdown grounded her in Italy, described it as her most personal yet.

“This project is very close to my heart because my father was born in Puglia. And in some way I want to dedicate this show to him because he taught…

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