The time has come to deal with the consequences that the Covid-19 tragedy has meant for all of us and for the central sectors of the market, such as fashion. We notice it every day walking on the streets, going out for dinner and working from the desks of our homes in smart working, but what do the big brands think about it? Fashion was literally bombarded by a pandemic that could have definitively overturned all its balances, prompting the big fashion houses to change their modus and face a reality that is no longer as before, at least for now. For some months now there has been talking of how the highly anticipated fashion weeks will be converted following the Coronavirus, the moment par excellence of show-offs and sharing to the general public could change forever but what is the best way to do it? On the fashion shows of September in the great epicentres of the fashion world, everything is still silent, but there are those who, like Dior, have chosen to go on adapting to what the change in progress commands.
It was only in March that it was said that each fashion show, the Cruise in particular, should have left the catwalks and even the Maison Christian Dior seemed to have cancelled all its appointments, in particular the first one in Italyscheduled for last June. But something has changed! The Parisian fashion house directed by the brilliant and belovedMaria Grazia Chiuri has reconfirmed its first major Italian event: the Cruise 2021 fashion show will be held and will have Lecce as an exceptional location, as scheduled. If the shopping experience and boutiques adapt to the post COVID world, why shouldn’t fashion shows do it too? The Dior Cruise 2021 fashion show will be held in Lecce, Puglia, on July 22nd. It was announced, as is now customary, through a digital press conference by Maria Grazia Chiuri and Pietro Beccari, managing director of the brand. The idea is to carry on a fundamental tradition for fashion brands while having to adapt to what the health rules provide: to present the collections behind closed doors.
The emotions that a live show can give are irreplaceable, even from well-kept live streaming, that’s why explains the CEO of Dior, the brand has chosen to keep the Cruise in any case despite the important choice to give up the beloved audience. Lecce was an even more important choice: the hometown of the Chiuri family, the Apulian paradise will be the background that will try to remedy the lack of a Parisian catwalk, mixing details and craftsmanship with the local masterpieces, brought to the catwalk by native potters and carpenters. The bet is in the name not only of fashion but also of all those who are committed to transforming the show into an unforgettable event. Maria Grazia Chiuri has in fact declared “Fashion is not and must not be just clothes: this show was born both as a thank you to my father, who taught me to believe in myself always, and to show the new generations what immense heritage we have close, and what opportunities for the future it offers ”. The Piazza Duomo of Lecce, although not crowded with people, there is only (perhaps) some celebrity talk, it will be an example not only for high fashion brands but for all those who believe in change and find the ability to adapt their key to success. We can’t wait to see what this unprecedented show can reserve for us, in the meantime do not miss the live broadcast today, Monday 6 July, in which the presentation of the Haute Couture collection will be held strictly in digital format.