Maison Dior strongly wanted its Resort Collection to be presented with a real fashion show, at the cost of waiting for better time when traveling was again permitted – even if for a small group of people only. The importance of fashion show is even more evident when it comes to Resort, which is today the most important collection for brands: it does not only last in store longer than other collections, but also represent the fashion house despite the liability of season trends. The fashion show’s location is always significant. It usually is a capital city strong in terms of selling, the place where the market is rich and where a good group of people, willing to spend money on the brand, lives. In the case of Dior’s Resort 2021 collection, the idea is slightly different. Lecce and Puglia are not an usual market for the brand, but the relationship is strong on the “other side” of the chain. consistent part of Dior’s production is based in Puglia, without mention the personal relationship Maria Grazie Chiuri has with the region, because of her father.
It is thus clear that the event had a deep emotive meaning for Dior: it is a sort of gift Chiuri made to the land that has always given – to her and to the maison – so much. Especially thank to the great craftsmanship of the territory. Chiuri, during the presentation of the show, underlined the importance of stimulate, enhance and support such knowledges, not only to preserve them from oblivion, losing an inestimable loss, but also to empower these female workers, usually working from home and thus not evaluated for their skills.
The 90 looks of the collection have many characteristics recalling the South of Italy. The bright colourful lights, the tombolo embroideries, the freedom of airy white gowns, corset and handkerchieves.
Cover image courtesy: Christina Dior.