Creative Director Maria Grazia Chiuri Selects Her Birthplace for the House’s Next Destination Show
Dior has announced that its 2026 Cruise collection will debut in Rome on May 27, 2025, marking a return to the birthplace of creative director Maria Grazia Chiuri. After destination shows in culturally rich locations such as Athens, Mexico City, and Scotland, this will be Chiuri’s first Dior show in the Eternal City.
The choice of Rome is a tribute to the historical and cultural ties between Italy and Dior, as well as Chiuri’s personal connection to the city. Born and raised in Rome, she began her career at local fashion houses Fendi and Valentino before ascending to the helm of Dior’s women’s collections. Her deep connection to Rome extends beyond fashion; she has undertaken a personal project to restore the historic Teatro della Cometa, a 250-seat theater that went dark during the pandemic.
While Dior has yet to reveal the exact location of the Rome show, it is expected to reflect Chiuri’s signature approach of collaborating with local artisans to highlight regional craftsmanship.
Dior’s announcement aligns with an increasingly crowded cruise calendar for 2025, with Chanel set to open the season on Lake Como on April 29, Gucci showcasing in Florence on May 15, and Louis Vuitton planning a display on May 23 at an undisclosed location. Meanwhile, Max Mara will host a two-day resort experience in Naples in June, and fellow LVMH brand Fendi, celebrating its centenary, is also expected to spotlight Rome during its milestone year.
The Rome cruise show comes as Dior contends with a challenging economic climate. LVMH, its parent company, recently reported a 5% drop in fashion revenues for the third quarter, underscoring the high stakes of maintaining the brand’s relevance and allure.