Dior celebrates Scottish ties by heading to Perthshire for Cruise show – TheIndustry.fashion

Dior is heading to Scotland in June to present its Cruise 2025 collection against the backdrop of Drummond Castle in Perthshire near Crieff.

The LVMH-owned luxury house described the move as “a poetic invitation where past and future meet, celebrating the unique, powerful ties forged from the very beginnings of the House, for the autumn-winter 1947 défilé.”

In that debut 1947 collection, the legendary founder of the house, Christian Dior, drew inspiration from Scotland for his designs.

Dummond Castle is known for its spectacular, terraced gardens while the property comprises a lower house built in the late 15th century and a 17th-century mansion, which were both re-built in Victorian times.

Drummond Castle and Gardens in Scotland Credits: Katielee Arrowsmith @SWNS

The castle is now the seat of Jane Heathcote-Drummond-Willoughby, 28th Baroness Willoughby de Eresby, the daughter and heiress of the 3rd Earl of Ancaster. Its gardens are managed by the Grimsthorpe and Drummond Castle Trust.

This is not the first time Dior has staged a show in Perthshire. In 1955 Dior took his show to the nearby Gleneagles Hotel flying eight house models from Paris to the venue, who modelled dresses, valued at about £300 each on a specially constructed catwalk in the hotel’s ballroom. The event culminated with a display of Scottish country dancing.

Dior’s decision to bring a major show to the UK follows on from Chanel bringing its Métiers D’Art show to Manchester in December. 

Like Métiers D’Art, the Dior cruise show moves around the world and has previously taken place in Mexico City, Seville, Athens and Marrakech.

Main image: Dior AW24 (PA).