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From Paris to Tokyo, via Milan, London, Taipei, Shanghai and Geneva, the Dior boutiques around the world are getting dolled up to celebrate the upcoming holiday season. Ablaze with colourful illuminations, the high-end boutiques, located in emblematic hotspots of the cities like the Ginza neighbourhood or the Rue St Honoré, where it all started, celebrate Maria Grazia Chiuri’s Cruise 2021 collection, inspired by Puglia and its folk traditions and rituals.

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.

David Valero

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