The global pandemic has forced the fashion world to reshuffle with many choosing to step away from the traditional calendar or to present their collections in the whole new way.

Dior is also making changes. In an online press conference, the president and chief executive officer of Christian Dior Couture, Pietro Beccari, and Dior’s womenswear artistic director, Maria Grazia Chiuri announced that the planned Dior Cruise 2021 show will go ahead on July 22 in Lecce, Puglia, but there will be something missing.

Instead of busy front row filled with celebrities and selfie-taking influencers, the show will take place audience-free and will be live-streamed globally instead.

Originally scheduled for May 9, Beccari explained he wanted to go ahead with a new format in order to send a message of hope and optimism. He also feels that nothing carries an emotion like a fashion show, and crucially he didn’t want the hard work of the local artisans in Puglia to go to waste. Grazia Chiurialso shared that Puglia is close to heart as that’s where her father was born.



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Dior is determined to continue to tell a story through its iconic savoir-faire, but there will be certain changes during this period of adjustment. Beccari explained that there won’t be a live stream of the couture show which was meant to take place at the beginning of July, but we can expect a surprise announced in due course.

He also confirmed that Dior has no intention of stepping away from the traditional fashion week schedule and hopes to stage an intimate show come September. Grazia Chiurialso emphasised that staging a show in Paris is “important for others”.

Gucci and Saint Laurent both have decided to quit the traditional calendar, while Burberry is planning to stage an outdoor presentation during London Fashion Week in September which will be streamed online.

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