Smoky and spellbinding, the video for Dior’s 2021 Cruise collection transports viewers to Puglia, Italy, a land “close to the heart” of Creative Director Maria Grazia Chiuri. In the film, models perform traditional rituals and dances that reflect the richness of the region, all while adorned in the fashion of Dior. Inspiration came from the “pizzica tarantata,” which they describe as “a liberating and spellbinding folk ritual in which a spider’s bite leads to a healing song and dance.”

This collection is the latest from Chiuri. It features long, flowing skirts, corsets, and lace, all longstanding emblems of femininity. The wildflowers coating the fabrics and handbags were created by contemporary artist Pietro Ruffo.

The video for the campaign was shot by French director Fabien Baron. Through his lens, the sun beams down in exquisite tendrils, and the dust kicks up to wrap around models feet as they stomp and sway to the music.

The collection was first shown in Lecce, Italy last July. Though it was an elaborate performance, pulling together artisans and performers from across the region, the audience was entirely virtual.

“For me, it was a dream to do something in a location that is so close to my heritage, because my father was born there. I’ve been going to Puglia my whole life,” Chiuri told WWD. “I wanted to talk about my background and how that influenced also my point of view in fashion.”

Check out the new video below.