In an exciting announcement, the iconic French fashion house Dior has revealed its choice of venue for the unveiling of the highly anticipated Cruise 2025 collection. Set against the backdrop of the picturesque Drummond Castle Gardens in Crieff, Scotland, this show promises to bring together history, art, and fashion.
This will be the first time a major French fashion house has presented a collection in Scotland since Chanel showcased its Paris-Édimbourg Métiers d’Art 12/13 collection at Linlithgow Castle in 2012. Dior’s decision to host the presentation at Drummond Castle Gardens reflects a deliberate and thoughtful nod to the brand’s rich heritage.
The Perthshire area holds significance in Dior’s history, with connections dating back to the spring-summer 1955 collection, which was celebrated in a sumptuous ball at the Gleneagles Hotel, a 13-minute drive from the gardens.
The collection, insured for £60,000, was presented on a 64ft (20m) catwalk installed in the hotel’s ballroom.
Dior personally oversaw the transportation of the collection, which included 172 dresses worth about £300 each, along with eight models and six staff, on a private plane from France to Scotland. The event was a spectacle, marrying French haute couture with the picturesque Scottish landscape.
Following the fashion show, guests, who were prominent figures from Scottish society, were treated to traditional Scottish dancing, a delightful contrast that left a lasting impression on Dior. Reflecting on this experience in his biography, “Dior by Dior,” first published in 1956, a year before his death, Dior wrote:
“After the show, there was an unexpected contrast which delighted my French eyes: The parade of girls in their delicate evening dresses was succeeded by Scottish reels danced by magnificent Scottish gentlemen in their kilts.
“It looked wonderful, but beneath the frenzied stampings of the dancers, the floor shook and bounced, and we were all nervous that it would collapse.
“Noticing the worried expressions on our faces, the Lord Provost told us that the wooden floor was specially constructed to shake beneath our feet, in order to give the reels added animation.”
The famous Gleneagles show was not only a fashion event but also a charitable endeavour, organised by Friends of France, a Glasgow-based charity. Together with a similar event in Glasgow, it raised £4,000 for the charity.
These historical references show how Dior’s legacy continues over time, honouring tradition while embracing new ideas. They highlight the strong connections since the beginning of Dior, like the iconic debut of Christian Dior’s autumn-winter 1947 collection, where he introduced the emblematic Écosse haute couture ensemble inspired by Scotland.
The brand has also nurtured its relationship Scotland with its partnership with the Royal Scotsman train, where they have established a luxurious Dior spa onboard. Here, guests can indulge in a range of exclusive treatments, such as the D-Highlands Facial, which is inspired by Kobido facial massage techniques to sculpt the face’s features and improve the skin’s appearance.
With its centuries-old architecture and sprawling grounds, Drummond Castle Gardens provides an enchanting setting that perfectly complements the vision of artistic director Maria Grazia Chirui. Guests of the show in June will embark on a journey where the past seamlessly intertwines with the future.
With the stage set and anticipation building, all eyes are on Drummond Castle Gardens as it prepares to play host to Dior’s Cruise 2025 presentation. As fashion enthusiasts and industry insiders eagerly await this momentous event, one thing is certain: this will be a showcase unlike any other.
The Dior Cruise 25 collection will show on June 3rd 2024, at Drummond Castle Gardens, Scotland. Watch it live here.
