Additional reporting by Andrea Saadan
Dior announced yesterday that it would stage what is likely to be the first major fashion show since the coronavirus outbreak next month—albeit with only "friends and family" there to witness the spectacle live.
Designer Maria Grazia Chiuri said the world was hungry for clothes with "magic and emotion" and that luxury labels owed it to the artists and artisans who relied on them for a living to try to get back to normal as soon as possible. The cruise collection show—which was to have taken place in May—will be held in the baroque splendour of the Piazza del Duomo in Lecce on July 22.
The Italian designer said she was dedicating the show, which she said will have a more "natural and rural" feel to its flower motifs, to her late father who was born in the Apulia region in the heel of Italy. This is one of the first times that Dior will hold a show in Italy, specifically in the Puglia region, which was badly hit by the crisis.
Chiuri, the first women to lead the fabled French fashion house, said that her father "taught me to believe in myself, and during difficult times, to believe in the future." Which also meant trying to protect the army of artisans who work for Dior.
"When we talk about sustainability we must not forget also the jobs of the workers," Chiuri said in a frank online press conference, a rarity in the highly-controlled fashion world.
"We care about the work and we take care of the workers, I am one myself... and we want to work in the best way."
“During this pandemic day by day, you reinvent yourself. Everything is new for everybody,” Chiuri added.
"For me, fashion is not only about clothes, it’s more. I want to propose different looks, not only one ... My favourite part is the dialogue with the artisans. I want to send a message to the young generation—they can do something with what they have there. They can work and use what we have around."