Dior Will Stage Its Cruise 2021 Show in Italy—sans Audience

Dior Will Stage Its Cruise 2021 Show in Italy—sans Audience

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Christian Dior is taking steps to bring some sense of normalcy back to the fashion calendar. The French brand has announced that it will present its Cruise 2021 collection in Puglia, Italy, on July 22.

The original date of the show was May 27, but coronavirus concerns and mandates by the government to quarantine so as to flatten the curve postponed all public-facing events. Though positive cases have subsided in both France and Italy, with many businesses cautiously reopening, the label is not taking chances with health risks. Dior’s Cruise show is set to be audience-free and will be broadcast live from the Piazza del Duomo in Lecce, marking the first time a major brand will present a virtual show for a seasonal collection to members of the press and retailers.

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Indeed, other labels—including Michael Kors, Marc Jacobs, and Saint Laurent—are shaking up the fashion system by forgoing presentations for the fall 2021 season. Moreover, Gucci has decided to host only two shows a year, Chanel presented its cruise collection via look book, and Burberry announced its own virtual show—but for Fashion Week in September. For Dior, however, getting back to some semblance of business as usual was essential for the financial stability of its employees.

“We would like with this to send a message together of…

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