Just weeks after Dior showcased its circus-themed Spring/Summer 2019 couture collection in Dubai, the fashion house has its set eyes on the region once again, choosing Marrakesh as the backdrop for its Cruise 2020 show.
The move marks the first major event for Dior in the red city. Entitled, Dior Common Ground, culture is at the centre of the collection. To make it all happen, the luxury fashion house partnered up with local organisation Sumano, which works to protect the art of traditional craftsmanship in Morocco, to tap into local artisans to create the collection.
“For the Cruise 2020 collection, Dior and Maria Grazia Chiuri collaborated with local organizations in Morocco and other parts of Africa to pay homage to local artisans and their unique savoir-faire so admired by the House and its Creative Director” the French fashion house said in a statement.
“The aim of these organizations is to support the development of local craftsmanship, with fair wages, healthcare for employees and their families, and perfect traceability for all products, which are entirely produced locally using environmentally responsible practices.”
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“Culture teaches us to live together, teaches us that we’re not alone in the world, that other people have different traditions and ways of living that are just as valid as our own,” writes Franco-Moroccan author Tahar Ben Jelloun in his book ‘Racism Explained to My Daughter’, Editions du Seuil, 1998, n.e., 2018. Tune in on Monday to watch the #DiorCruise 2020 show by #MariaGraziaChiuri in Marrakesh and discover more about the multicultural inspirations behind the collection!⠀ #DiorCommonGround
The show, which is set to take place today, saw crowds jetting in from across the globe—in a Dior-branded jet, of course.