Luxury brand in Lecce: How Dior in crisis claims

is It hot in Lecce. And Dior CEO Pietro Beccari is not Italian is immune to temperatures that are these days in Puglia resistant about 30 degrees. The Manager grew up in Parma, "and closer to Munich than to Lecce". But this has to be now: After the months of the "confinements" as it is called the Lockdown in Paris, wants to Beccari bring the luxury brand back with a Show in the Public. And for the 100,000 inhabitants of all things-city in the structurally weak area in the heel of the Italian boot chosen, the last hope of the football club U.S. Lecce, may descend after only a year in Serie A this Sunday evening – in the game against Parma.

Alfons Kaiser

editor responsible for the Department "Germany and the world," and the Frankfurter Allgemeine Magazin.

A parade on the square in front of the Cathedral, but without an audience: strange Sight in a strange place. But there are reasons, personal, historical, business, strategic.

we'll Start with the personal because the are the most easy to tell. The father of Dior chief designer Maria Grazia Chiuri comes from Puglia. Your grandmother's home worker was, like so many old women here, the looms had in the house. And the fashion-maker in power here are often holiday. The Cruise collection, summer designs for the winter season, had prepared Chiuri before the Corona in Puglia; the Lockdown they experienced in Rome. The CEO also connects memories with the area, even if not so positive: "The first half-year of my 18 months in the army I completed in 1987 here," says Beccari on the phone before the Show starts at the lower end of Italy.

Dior is of two Italians

Connections to the Land where the lemon trees bloom, go far back in time. Christian Dior himself used to love traveling to Italy; in 1957, he died in the Tuscan Spa Montecatini Terme. Today, the two decision makers of the Parisian brand of Italian: the chief designer and the Manager.

The parade in front of the Cathedral is to be understood as a Signal to suppliers and manufacturers, says Beccari – Dior except in France, also a lot in Italy, finished. A Show that is only transmitted online, it can only ever be a compromise, and he knows it. But it is important for the employees: "You need to have the voltage, you need a point on the tapering," said Beccari. His motivational Motto: "diamonds are created through pressure."

On this hot July evening and so it is not the international guests that would otherwise be kidnapped by luxury brands, to beautiful remote places. But on the Set of more than 1000 people: artists, musicians, filmmakers, carpenters, technicians, Models, designers, stylists, photographers, hairdressers and Make-are-up-people, most of them Italians. "And if we would here open the gates, come immediately to thousands," said Beccari. "Press against the shut-off grid. It's hard to get through the streets. Better for everyone if we stop you.“

appointments with the mayor of Lecce and the Archbishop

It is not the first fashion show after the Lockdown. In Milan, Etro made in the men's two meters view distance between the seats. And for one of the brilliant young French Designer, Simon Porte Jacquemus, ran the Models two weeks ago, through a barley field in the natural Park of the Vexin français in Paris. Also, since the virus had little Chance on the Influencers in the audience jumping.