By Madeleine Foster
Dior Cruise 2024
The famed French fashion house Dior is setting its sights on a new horizon for its upcoming Cruise 2025 collection.
In a break from tradition, the brand will be unveiling its latest designs against the historic backdrop of Drummond Castle, located in Perthshire, Scotland. The show is scheduled for June 3rd, 2024, and promises to be a unique blend of past and present.
The Renaissance-style gardens of Drummond Castle will serve as a stunning stage for Maria Grazia Chiuri's creative vision. Chiuri, Dior's current womenswear creative director, is known for her thoughtful and often feminist approach to fashion design. The choice of Scotland as the location hints at a potential exploration of the country's rich heritage and its influence on the house of Dior.
The brand describes the location as "a poetic invitation where past and future meet." This cryptic statement likely references the inspiration founder Christian Dior himself drew from Scotland. His 1947 autumn-winter collection featured a look called "Écosse," showcasing the influence of Scottish design. Additionally, Dior staged a ball at the Gleneagles Hotel for its Spring/Summer 1955 collection, further solidifying the brand's connection to the country.
As Cruise collections typically takes place outside of the traditional fashion week schedule, it allows designers more creative freedom to explore new locations and themes. Dior's choice of Scotland for its 2025 presentation promises a unique and memorable fashion event, steeped in history and imbued with Chiuri's signature style.
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