Marking a return to the fashion calendar, Dior announced they will be presenting their Cruise 2021 collection in Puglia, Italy on July 22.
The show, which was rescheduled from its May 27 date amid the pandemic, will go ahead without an audience and broadcasted live from the Piazza del Duomo in Lecce. This marks the first time a major fashion brand will be presenting a virtual runway show to press and retailers.
“We would like to send a message of support, of hope, of optimism and of rebirth,” said Pietro Beccari, president and CEO of Christian Dior Couture. “I’m thinking about big suppliers but also the small ones, many tiny family businesses of artisans in France and in Italy … many of them didn’t know and still do not know how to survive.”
The announcement comes while many other fashion brands declare a move away from the traditional fashion calendar, either reducing collections or doing away with the fashion calendar all together. Gucci caused a shakeup in the fashion world when they announced they will be abandoning seasonal collections and reduce their lines to two a year.
Michael Kors, Marc Jacobs and Saint Laurent have all cancelled their fall 2021 presentations. Meanwhile, Chanel will be presenting its cruise collection through a look book and Burberry will be hosting their own virtual show for Fashion Week in September.
“Fashion week is important not only for the fashion family, it’s also important for the city where the shows are,” said Dior’s designer Maria Grazia Chiuri.