Dior to Show Cruise 2021 on a Live Runway in Italy

Author:Tyler McCallPublish date:Jun 22, 2020Dior has announced it will move forward with plans to present Cruise 2021 on a live runway in Lecce, Italy on July 22. The catch? Only friends and family of the brand — real ones, not the brand-ambassador kind — will be there in person to see it happen.

Beccari says the live runway is important to Dior for several reasons. "The first one is that for Maria Grazia and I, luxury is emotions. When it comes to fashion, nothing carries the emotion of a real fashion show," he explained. "We would like with this to send a message of hope, of optimism, and for some people, rebirth after this period of difficulty."

Other brands in the luxury space — most notably Chanel — scrapped plans for resort shows in favor of digital presentations. Dior will follow this format for the Fall 2020 Haute Couture show on July 6, though Beccari did not share any further details at precisely what it will look like. "I think it's also important to remember that fashion week is not only important for fashion family, it's also important for the city where the fashion shows are," Chiuri added. "This is also our idea: Don't forget that we are important for others."

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