CRUISING AROUND: Pencil in another date on next year’s cruise calendar: Dior said Monday that its destination show would take place on June 3.

The French fashion house has yet to unveil the location of the event, which since the lifting of pandemic-era restrictions has taken place in Mexico City; Seville, Spain, and Athens. Louis Vuitton‘s cruise show has been scheduled for May 23.

Maria Grazia Chiuri, artistic director of womenswear collections at Dior, is expected to continue her tradition of collaborating with local craftspeople on the annual collection, which has the potential to significantly boost tourism revenues in its destination.

“For Maria Grazia Chiuri, cruise shows are essential creative events and great opportunities to celebrate beauty and the plurality of cultures. Inviting both discovery and escape, the house will unveil the Dior cruise 2025 collection on June 3, 2024, in the heart of a still undisclosed destination,” Dior said.

The brand, owned by French luxury conglomerate LVMH Moët Hennessy Louis Vuitton, has ramped up the pace of physical events, including a pre-fall show in Mumbai in March and a repeat show for its fall collection in Shenzhen, China, in July. 

In a recent interview with WWD, Chiuri noted that Dior had a global outlook from its founding in 1947.

“It was a shock for me to find this little book in the archive that explained how Dior immediately was a worldwide brand, and there was this kind of map with the different locations around the world, but also in South America, in areas that were really faraway for the time, when it was not normal to fly,” she recalls. 

She added that for a brand of Dior’s size, it was important to stage physical events in other countries.

“These shows around the world help the brand to be in contact with the local clients,” she said. “It helped me also to understand how much we are connected [through] craft with other countries, especially at a time where we are speaking so much about cultural appropriation.”