For Dior's Cruise Collection, Maria Grazia Chiuri delivered one of her most accomplished collections to date, rife with desirable clothes and exceptional craftsmanship.
Chiuri used the annual cruise collection as a platform for showcasing local talent, drawing on the huge pool of workshops involved in maintaining Seville’s ornate church altars and religious statues.“In each area, there is one church with their Madonna, and the community celebrates her like someone that is part of their family,” she said.
Dior plans to continue working with some of the workshops it scouted for the collection, illustrating one of the many economic benefits that Spain stands to reap from the show. Pietro Beccari, chairman and chief executive officer of Christian Dior Couture, said he expected 200 million people to watch the event online. “I’m really sure that there will be an explosion of tourism in Andalusia after this show,” he said.
Seville allowed Dior to privatize one of its top attractions, the Royal Alcázar, for a welcome cocktail the night before the show. “It’s never been done before, and I think probably no other brand as big as Dior ever asked. And, again, it takes two to tango. They give us something special, but they know that it’s something special to host Dior in the city,” Beccari said.
While the brand has no plans to open a store in Seville, it is scouting for a new location in Madrid, where it has three boutiques. “There is double- or triple-digit growth with the Spanish, but we see also that Americans are back, as are tourists from Southeast Asia,” the executive said.
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