Cruise 2021 Collection

Show online on July 22nd at 8.45 pm CET

“During this period, I sought to give collective efforts a new dimension. Despite the disadvantages of distance, bringing a different perspective to our daily lives has given us strength and imagination,” says Maria Grazia Chiuri, who for this Cruise show has chosen to reconnect her creative passion with the region of Puglia, a place close to her heart. Texts by the anthropologist Ernesto De Martino dedicated to the region’s traditions – which have influenced authors including Germano Celant and Georges Didi-Huberman – led her to explore their roots. Puglia and its different energies, where magical beliefs such as Tarantism live on, have become in this particular context a concrete form of utopia, a new reading of the world.


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The Collection

A celebration of artisans

  • A true celebration of Puglia’s traditional arts and crafts, the 2021 Cruise collection highlights the excellence of these priceless skills. 

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  • The 2021 Cruise collection was revealed with poetry and enchantment, behind closed doors in the emblematic Piazza del Duomo, in the heart of Lecce, Puglia, a region close to Maria Grazia Chiuri’s heart. Spanning fashion, traditional craftsmanship and committed contemporary art, the silhouettes appeared amid a spellbinding scenography illuminated by the mesmerizing glimmer of Luminarie, fanciful traditional light installations reinterpreted here by Marinella Senatore.

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Dior and Italy

  • A summer landscape with Baroque architecture bathed in sunlight, Lecce is more than just a dream destination. For her cruise collection, Maria Grazia Chiuri pays homage to this land of the heart and its virtuoso craftsmanship. An enchanting ode to Italy – a country Christian Dior celebrated as early as 1947 - which has become a constant source of inspiration, a passionate creative history.

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An artistic dialogue

  • A striking show, from the fairytale poetry of the Luminarie to the cathartic power of dance and the magic of ritual music, Dior celebrates this plural and infinitely precious culture while paying homage to the unique nature and landscapes of Puglia.

Chiara Ferragni Tour

  • From Lecce to Otranto, from Taranto to Solento, Chiara Ferragni visits emblematic places in an enchanting region close to Maria Grazia Chiuri’s heart. An invitation to a sunny getaway.