In many of these boutiques, the centrepiece is the DiorHoliday Tree, “a majestic olive tree enhanced with hand-painted details and glittering birds and butterflies – a bucolic tribute to the untamed landscapes of southern Italy,” the French House explains. In addition to the physical decorations, Dior takes the holiday season one step further with its new Augmented Reality filter, available on Instagram, Snapchat, Facebook and the 8th Wall platform, which brings to life the gift boxes decorated with Lminarie, the traditional light installations in Puglia – in the Cruise 2021 show, made by feminist artist Marinella Senatore.