Recently Christian Dior Creative Director Maria Grazia Chiuri held her annual video conference to announce the future plans of the Parisian fashion house. The COVID-19 pandemic forced the postponement of the original date of the Dior cruise collection to May 27. France and Italy plan to open their borders in at least a month – so the brand is forced to postpone the show to July 22. The show will take place in the Italian city Lecce, in the main square Piazza Duomo. The show will be held without guests and only models and employees of the brand will take part in it. The decision on the special status of the event was based on three reasons: security, support of industry workers, and support of the Italian region of Puglia.
The location for the offline show was not chosen by chance. Chiuri is from Italy. Therefore, the support of the country during the pandemic is very important to her. In addition, Dior plans to hold a fashion show for women in Paris in September. At this show, the brand may return the practice of seating guests in the forefront. «Fashion Week is important not only for the fashion industry but also for the city where the shows are held», said Maria Grazia Chiuri.