Dior presented yet another wonder-bearing show for the unveiling of the Cruise 2025 collection by creative director Maria Grazia Chiuri. Drawing inspiration from Christian Dior’s 1955 charity ball, the launch took place at the Drummond Castle Gardens – one of Scotland’s most historic and famed terrace gardens.
This show marked both Dior’s return and the fashion house’s deep ties with Scotland. It all began when the founder, Monsieur Dior, presented his creation in Perthshire, in the ballroom of the Gleneagles Hotel, which changed how the country perceived textile traditions. The Cruise 2025 lineup is an ode to all that but with Chiuri’s very own twist. Strutting down against a verdant backdrop of manicured gardens, the army of models donned looks that were a juxtaposition of Scotland’s heritage and new-age punk. Plaid Kilts dominated the stone pathways, along with leather gloves, biker boots, statement belts and high-octane jewellery.
However, the 17th-century venue was not the only historic element in this show. Chiuri was heavily influenced by Mary, Queen of Scots, while designing and conceptualising the collection. The lace on the garments refers to the embroidery Mary made while imprisoned.
All of the silhouettes reflected a fusion of soft and hard elements, referring to a Queen ready to go to war. These intricate complexities in design are not only a testament to Chiuri’s attention to detail but also the brand’s ode to the culture and craftsmanship. This was further achieved through collaborations with local legends like Harris Tweed, weaving mill Johnstons of Elgin, and ceremonial headwear maker Robert Makri for the looks. Chiuri also turned to British designer Samantha McCoach, the founder of Le Kilt, which has reinvented Scottish traditional wear for today’s generation.
The event was truly a sight to behold, with attendees including Dior’s friends and global ambassadors like Rosamund Pike, Jennifer Lawrence, Yuko Araki, Razane Jammal, and Lily Collins, amongst others. Finally, the show came to a close to the good old music of bagpipes – just like it had begun. However, the legacy of the tartans and velvets with a grunge twist, showcased in the Scottish countryside, will go down in fashion history as one of the most iconic shows held.
