Top fashion house Dior set to put Perthshire ‘on the map’

A leading figure within the region’s business community has said top fashion house Dior choosing Perthshire’s Drummond Castle Gardens to unveil its latest collection has the potential to put the area “on the global map”.

The iconic brand’s ‘Cruise 2025’ line will be showcased at the picturesque location between Crieff and Muthill, which dates back to 1630, on Monday next week.

Silhouettes created by Italian designer Maria Grazia Chiuri will be the focus of attention during an event which has previously taken place in the likes of Mexico City, Seville, Athens and Marrakech.

Production company Bureau Betak has described Drummond Castle Gardens as “breath-taking” and Vicki Unite, chief executive of business support group Perthshire Chamber of Commerce, said she was “delighted” such a star-studded showcase was taking place locally.

A number of A-list guests are expected to be in attendance and Ms Unite said she hoped the additional exposure would provide a boost to the area’s economy ahead of what promises to be a busy summer.

She declared: “We are delighted that Perthshire is hosting a major event such as the Dior show and we hope that Strathearn, Strathallan and the wider Perthshire area will reap the benefits.

“Given the anticipated scale of the show, local hotels, bed and breakfasts and rental properties should see a significant increase in bookings and the increased footfall should also give a welcome boost to the hospitality and retail sectors, too.

“Other nearby tourist attractions could, in addition, see a rise in visitors as attendees might – understandably – be taken in by the beauty of Perthshire and extend their stay to explore the region further.

“The event will also likely attract international media coverage, putting Perthshire on the global map, and this could lead to increased future tourism and investment, and also attract future events here.

“This would lead to more sustained employment growth in the hospitality and event management sectors.”

Strathearn ward SNP councillor Stewart Donaldson added: “Going forward, this type of high added-value attraction is what we need in west Perthshire to stimulate tourism and encourage repeat visits.

“In the luxury goods market, Dior is one of the biggest players. Drummond Castle Gardens should provide the perfect setting, in what is a quite beautiful location.

“Added to that, it is likely that a number of well-known celebrities will be there, and that will of course help to enhance coverage.”

The fashion giant also previously held a ball at Gleneagles Hotel, which celebrates its centenary this year, for its spring-summer collection in 1955.

A Dior spokesperson said: “Dior has chosen the gardens of Drummond Castle, a historic architectural treasure, to reveal the silhouettes dreamed up by Maria Grazia Chiuri.

“[It is …] a poetic invitation where the past and future meets, celebrating the unique, powerful, ties forged from the very beginnings of the House, for the autumn-winter 1947 défilé.

“The founding-couturier named an emblematic haute couture ensemble ‘Écosse’ on that occasion.

“Such affinities were further affirmed during a sumptuous ball orchestrated at Gleneagles Hotel for the spring-summer 1955 collection.”

Ms Unite added: “We are already expecting tens of thousands of visitors to Perthshire this summer for the Rewind Festival, Perth Show, Perthshire on a Plate and the first summer season of the new Perth Museum – so the Dior show could provide us with a bumper start to what is set to be a great summer.”