Pietro Beccari is a seasoned top executive who conquered the trust of Bernard Arnault.

He did his warm up at Vuitton and he was promoted at the helm of Berluti before, then Fendi.

He has an exciting challenge at Dior as he will have to re-boost the coolness factor of the brand, create more positive buzz around it and launch Maria Grazie Chiuri as the established Dior designer.

Hopefully he will continue nurturing the glamour and the glitz around the Brand and he won’t push too much on the art factor which, in the medium term, risks to be less attractive for some customer targets.

He will have to deal with the titanic heritage and success left by Sidney Toledano, with a much more complex company and with great market expectations and time pressure.

That’s the trial by fire of his entire career

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