Products added to cart


After all these difficult months, the Fashion sector starts to look towards the future. Italy seems to be the destination sought after by the Maisons. Dior too finds its inspiration in the South, particularly in Salento.

The womenswear creative director Maria Grazia Chiuri and the CEO Pietro Beccaria have announced that the Dior Cruise Collection 2021 will take place on July 22nd in Lecce, in Piazza Duomo. After Los Angeles, Chantilly and Marrakech, the nomadic facet of the French brand is identified in depth with the birthplace of Maria Grazia.

Faithful to the post-lockdown health regulations, the runaway will be a "phygital show", in absence of audience and available in live streaming. "This collection is a miracle, given the conditions under which it was made: but it speaks of solidarity, sisterhood, brotherhood, work, optimism" says Maria Grazia. "It is emblematic for Dior to give new hope to Fashion in this particular moment the whole world is experiencing."

The Salentinian roots of her father, born in Tricase, and her childhood spent among olive trees and craftsmanship have influenced the creative director to research and create a collaboration between Fashion, Art and Tradition. The project has involved multiple local realities: musicians, potters, sculptors, designers of baroque illuminations, seamstresses known for the “Tombolo” embroidery technique and many other artists.

The city of Lecce, emblem of the Baroque and of the Salento sacredness, will frame the intimate dialogue between the creative director and her origins, delivering a collection full of strong emotions to the public and great visibility to our territory. Maria Grazia Chiuri reminds us that "Fashion is not and should not be only about clothes: this show was born both as a praise to my father, who taught me to always believe in myself, and as a demonstration to the new generations of what an immense heritage they are surrounded by, and which opportunities for the future it offers. "