Pietro Beccari, the CEO of Christian Dior, has been incredibly busy this summer despite the challenges brought about by the pandemic. In the month of July alone, Dior successfully organized five major events, showcasing their resilience and determination to adapt to the new normal. These events included the launch of a collaboration with Nike, the unveiling of the latest haute couture collection with a captivating surrealist film by Matteo Garrone, the presentation of the spring-summer 2021 menswear collection online, and the opening of an expanded version of the exhibition “Christian Dior: Designer of Dreams” in Paris. Furthermore, Dior has exciting plans to release a special capsule collection, Dior Amour, exclusively in China this coming August.

During an interview, Beccari expressed his excitement about the upcoming cruise runway show in Puglia, Italy. However, he expressed regret at not being able to invite friends due to the current circumstances. Beccari firmly believes in the emotional impact of live events compared to digital presentations and emphasized the importance of physical shows. Despite the challenges posed by Covid-19, Beccari confirmed that Dior has plans to hold a live show in Paris during the next ready-to-wear season, respecting the decisions of the government and Federation.

Beccari shared that he spent the lockdown period in Paris, tirelessly working to ensure the success of Dior’s events. He perceived himself as the captain of the boat, emphasizing the significance of being available and dedicated during challenging times. He also discussed the extensive planning and preparations involved in the cruise collection, the upcoming exhibition in Shanghai, and the establishment of pop-up stores for Dior Amour in China. Beccari expressed his strong belief in the potential of the Chinese market and recognized the importance of seizing opportunities for expansion.

When questioned about the criticism surrounding the lack of diversity in Matteo Garrone’s film, “Le Mythe Dior,” Beccari chose not to comment directly but defended creative director Maria Grazia Chiuri’s impressive track record of promoting diversity and inclusivity in her designs. He highlighted the diverse cast of the previous cruise show in Marrakesh as a testament to Chiuri’s commitment to inclusivity.

Beccari refrained from discussing financial figures, as Chairman Bernard Arnault is scheduled to address analysts on July 27th. Nevertheless, he did mention the success of the collaboration with Nike and the positive response to the men’s collection presented online. Additionally, he expressed anticipation for the upcoming Dior exhibition in the Long Museum in Shanghai, which will feature exquisite high-end jewelry.

In conclusion, Beccari stressed the significance of the Lecce show for Maria Grazia Chiuri and the optimism that defines the Dior brand. He drew a parallel to the post-World War II era when Mr. Dior himself founded the company, highlighting the fact that optimism has always been at the core of Dior’s identity.

Here are two relevant links to learn more about Dior and their recent events:

1. Vogue: Bernard Arnault and the Success Story of Dior
2. Vogue: Explore Dior’s Latest Collections and Runway Shows