The Dior Cruise 2021 show – coming hot on the heels of its mesmerizing digital Fall 2020 Couture presentation – was staged in Lecce, a small town in Puglia, Italy last night. The southern city and its local arts-and-crafts scene hold a special place in Maria Grazia Chiuri’s heart. In an exclusive video interview, Chiuri opens up about the motivation behind her choice to set Dior Cruise 2021 in the Italian region of Puglia, and the inspiration behind the spectacular homegrown (in Italy) collection. “I am very happy that this new project for Dior’s Cruise collection revolves around the idea of doing something involving Puglia, which is my father’s homeland. It allowed me to explore the possibility of speaking Dior’s codes in a different way, from a very personal point of view,” the designer explained.
The collection highlights the exquisite craftsmanship of the local artisans of the Puglia region. Dior’s decision to go ahead with the show in spite of the pandemic was largely based on supporting the local artisans who had been employed to work on the clothes back in November. Chiuri worked with Pietro Ruffo to interpret the iconic Miss Dior flower-embroidered dress from 1949 to reflect the local flora of the region. Her vision was brought to life by artist Marilena Sparasci using the ancient Italian Tombolo embroidery technique. “I was fascinated by this technique. It’s a work of rare fragility and beauty. More than embroidery, it’s almost like a work of art,” said Chiuri.
With this collection, Chiuri embraces the legacy, value, and the future of the exceptional creative talent of the region. “Something that was very important to me was conveying the value of craftsmanship in Puglia, and the importance of younger generations to reinvest in it,” she adds.
Scroll below to watch the magnificent scenography of the show, whose setting took 12 days to assemble and comprised of 30,000 LED bulbs.