Dior’s creative director, Maria Grazia Chiuri, chose the city of Lecce for the brand’s first fashion cruise in Italy.
The collection incorporated and paid homage to some of our local customs, folklore, music, and ancient traditions – embroidered on each dress the words “Amando e cantando” (“loving and singing”), motto of Fondazione Le Costantine, who provided the fabrics.
Models wearing headscarves (‘fazzoletti’), flowy silhouettes conjuring up the image of the twirling skirts worn by dancers performing ‘pizzica,’ as well as earthy colours reminiscent of the deep connection between the land and its (proud) people.
Italian influencer Chiara Ferragni was one of the celebrities who attended, with her tour around Puglia being featured on Dior’s official website.
By creating a successful blog dedicated to fashion, ‘The Blonde Salad,’ Chiara was a pioneer in harnessing the power of social media, now also showing what it can do for a territory, contributing to reshaping its image.
This is why I have been taking this event as a successful example of what happens when the stories and traditions of a territory meet innovation and storytelling.
In this case, storytelling through clothes and precious garments. A fashion show that became an occasion to promote not only the brand’s vision, perpetuating its legacy, but also the land hosting it, and offering itself and its beauties as more than a colorful background.
Sources:
https://www.dior.com/it_it/moda-donna/sfilate-pret-a-porter/collezione-cruise-2021
https://bari.repubblica.it/cronaca/2020/07/23/foto/dior_a_lecce_abiti_modelle-262684344/1/