“Luxury is emotions,” Pietro Beccari, CEO and Chairman of Christian Dior Couture, said in a digital press conference, as the French Maison invites you to emote with its Cruise 2021 collection, taking place on 22 July at the historic Piazza del Duomo in the Italian city of Lecce, but with no live audience. Originally slated to take place on 27, the show had to be postponed in the wake of the COVID-19 pandemic.

But it’s back now with a collection that’s expected to be a celebration of local artisans of Italy’s Puglia region. A wondrous marriage of art and fashion, the show aims at presenting a wide array of traditional arts and crafts, and architecture, from dance to ritual music.

Image courtesy: Christian Dior

During the press conference, Pietro gave three reasons for the show; the first is that luxury is emotions and nothing carries the emotion of a real fashion show, one that’s performed without a safety net; second, it aims at supporting fashion on a local and global scale, including artisans, models, hairstylists and photographers; and third, that the show is his and Maria’s show of reverence to their country of origin, Italy.

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“The support for our country is important for both of us, [as is] the support for the Puglia region, which was so badly hit by the crisis and on the edge of bankruptcy, but with a strong will to fight,” he explained. And so, the show will celebrate the diverse culture and landscapes unique to the region, which has long held a deep importance for Dior’s Creative Director, Maria Grazia Chiuri, whose father was born in Puglia.

Image Courtesy: Christian Dior

Among the Puglia-based crafts that will be on view are the luminarie (light sculptures) of Marinella Senatore, tombolo, a type of embroidery, and la constantine, an intricate weaving method. What better time than now to support local artisans and craftsmanship. After all, “We rise by lifting others.”

Image courtesy: Dior.com