Dior has recently announced how his next runway show will be. To present the next Cruise 2021 collection, it will be shown via live stream from Lecce, Italy on July 22. Only the brand’s most important personalities will be there in person to see the show. Pietro Beccari, CEO and president of Dior, co-hosted a virtual press conference with artistic director Maria Grazia Chiuri to share the news on Monday.
“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.”Pietro Beccari
Italy is one of the most affected countries by the COVID-19 pandemic and Dior feels responsible for all those artisans they employed for the Cruise 2021 collection, originally supposed to be shown on May 9, and mentions every artist of the Puglia region who have created from embroidery to ceramics and lighting.
“Mr. Dior had the courage to launch his line after World War II; this is in our DNA.”Pietro Beccari
Even though many brands have decided to abandon the fashion calendar this year such as Gucci and Saint Laurent, other brands such as Dior and Chanel will use the new technologies in order to show their collections. September is a month in which many brands might adapt to these new tendencies. Dior itself is planning on having a live Spring 2021 show in this month and Burberry has also announced plans for a live Spring 2021 show on Monday, though it doesn’t spect to have any audience. In New York, Michael Kors and Marc Jacobs have announced they’re skipping the runway next season.
We will see how this situation will affect future fashion runways for luxury brands!