The French fashion house Dior is preparing to unveil its much-anticipated Dior Cruise 2024 (Resort 2024) collection in Mexico City on May 20th, following the success of its Pre-Fall show in Mumbai earlier this year. Artistic director Maria Grazia Chiuri will continue her tradition of working closely with local artisans to create a collection that highlights the vibrant artistry and talent of the host country.
In a statement, the brand explained that the creative director aims to emphasize the artistry and iconic figures of Mexico, a country that has held a special place in Dior’s heart since the beginning of the house in 1947. Chiuri first established a connection with Mexican culture through her Cruise 2019 collection, which was staged in the royal stables of the Domaine de Chantilly in France. Although the event is remembered primarily for the torrential rain that drenched models and guests, it also featured a team of female Mexican rodeo riders, showcasing the unique fusion of French and Mexican cultural elements.
Dior’s Cruise (Resort) shows have taken place in a variety of locations over the years, with Seville, Spain hosting the event in 2022 and Athens, Greece in 2021 – the latter being the first major runway show with an audience following the outbreak of the coronavirus pandemic. The LVMH Moët Hennessy Louis Vuitton-owned brand has maintained a steady schedule of physical events since then, including a women’s show in Seoul, South Korea, and men’s events in Los Angeles and Cairo, Egypt.
This will not be the first time Dior has organized a runway show in Latin America. The fashion house has previously staged presentations in several countries within the region, including a memorable event in Mexico in 1954.
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