This season, fashion designers are opting to host their shows closer to home, moving away from the extravagant jet-setting presentations of the past. Dior’s Cruise 2025 presentation was held in the grounds of Drummond Castle in Scotland, paying homage to the house’s history of shows in the area during the ’50s. Maria Grazia Chiuri collaborated with local Scottish designers to create a collection that reflected the defiant spirit of Mary Queen of Scots, featuring plaid bar jackets, martial corsets, leather chokers, and embattled slogans on puffball dresses.
A star-studded front row, including Jennifer Lawrence, Lily Collins, Alexa Chung, and Maisie Williams, watched the show in Chiuri’s armorial designs. Rosamund Pike praised the collection as one of the most beautiful she had ever seen, evoking the opulence and elegance of Mary Queen of Scots, who famously arrived in Leith with Europe’s most precious jewels and gowns in the 16th century. The collection captured the essence of Scottish heritage and craftsmanship, with a modern twist that appealed to the contemporary audience.
Fashion editors are accustomed to being flown out to exotic locations for collections, but designers are now choosing to showcase closer to their ateliers. Chanel, Gucci, and Carolina Herrera have all hosted recent shows in far-flung destinations, but this season’s focus on more intimate presentations reflects a shift in the industry. Dior’s decision to present its Cruise 2025 collection in Scotland demonstrates a return to roots and a nod to the house’s history of hosting shows in the same area many years ago.
The collaboration with local Scottish designers added an authentic touch to the collection, incorporating traditional craftsmanship and materials into Chiuri’s designs. The use of plaid, leather, and chainmail evoked a sense of history and defiance, mirroring Mary Queen of Scots’ persona. The collection was met with high praise from attendees, who admired the combination of heritage and modernity in the designs.
The front row at Dior’s Cruise 2025 presentation featured a mix of celebrities and fashion insiders, all dressed in chic and stylish ensembles that complemented the collection. From Lily Collins to Alexa Chung, the guests embraced the theme of the show with their outfits, adding a touch of glamour to the event. The collection was a visual feast of textures, colors, and patterns, capturing the essence of Scottish heritage and the rebellious spirit of Mary Queen of Scots.
Overall, Dior’s Cruise 2025 presentation was a successful blend of fashion, history, and craftsmanship, showcasing the brand’s ability to innovate while staying true to its roots. The decision to host the show in Scotland added a unique element to the collection, creating a memorable experience for attendees and viewers alike. As the fashion industry continues to evolve, designers are finding new ways to connect with their audience, bringing them closer to the creative process and the stories behind each collection.
