On June 23rd, Christian Dior‘s women’s creative director, Maria Grazia Chiuri and CEO, Pietro Beccari, hosted video conferences to announce the plans for Paris House’s Cruise and Spring Summer 2021 seasons. In the house’s decision to go to ahead with their cruise show in Puglia and their Paris show in September, the house planned for what was their first major fashion show since the coronavirus outbreak, in an innovative way.
The cruise collection, which was initially planned to have taken place in May, was held at the Piazza del Duomo in Lecce, Italy, on July 22nd, with a small group of friends and family of the brand attending in person. However, the rest of the world was invited to stream the show online, which you can do below.
The Cruise 2021 collection show took place in Puglia in compliance with Italy’s COVID-19 health and safety measures. This decision emphasizes the importance of adapting the live runway in light of the pandemic, as Beccari says. “For Maria Grazia and I, luxury is emotions. When it comes to fashion, nothing carries the emotion of a real fashion show. We would like with this to send a message of hope, of optimism, and for some people, rebirth after this period of difficulty.”
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