The joint decision by CEO and president of Dior, Pietro Beccari, and artistic director Maria Grazia Chiuri to proceed with the fashion show in this new format was driven by a desire to instil hope during these unprecedented times. “When it comes to fashion, nothing carries the emotion of a real fashion show," Beccari said in a virtual press conference. "We would like with this to send a message of hope, of optimism, and for some people, rebirth after this period of difficulty."
Dior’s Cruise 2021 collection will be a celebration of the traditional arts and crafts of Puglia, while also paying tribute to the landscapes unique to this region – a land that has long held a deep importance for Chiuri’s designs.
Beccari also announced that Dior will show at Paris Fashion Week in September, but it’s unlikely it will be business as per usual. “We hope to be able to have some audience, if not a full room,” he said.