Dior CEO Pietro Beccari Talks Moving The Brand Full Steam Ahead Post Pandemic Confinement

Dior CEO Pietro Beccari Talks Moving The Brand Full Steam Ahead Post Pandemic Confinement

Dancers and Models on the set of the Dior Cruise 2021 show held in Lecce, Italy.





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For French luxury behemoth Dior, July couldn't get hotter. Hours before their live-streamed Cruise 2021 show staged in Lecce in the Puglia region of Italy, chairman and CEO of Christian Dior Couture Pietro Beccari spoke to me about the endless projects launched this month.



 The show, postponed from its original May 9th date, was set against a traditional Italian luminaire, expanded into a modern art installation complete with Maria Grazia Chiuri's brand of feminist messaging. The Duomo's plaza became the stage for the Women's Ready-to-Wear and Haute Couture artistic director's collection of pragmatic Italian provincial dress doused with French savoir-faire. Beccari explained how the show and many projects came to be while he and his staff were in mandated quarantine across many continents.



Given the long-standing relationships Dior and Maria Grazia have with artisans and couturiers like those in the Puglia region, how is Dior working to preserve the livelihoods of these craftspeople whose existence became threatened as a result of the pandemic? Would Dior or parent company LVMH consider buying any of more of these smaller workshops?