Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Dior to Show Cruise in Scotland

Drummond Castle gardens
The gardens of Drummond Castle in Perthshire, Scotland will be host to Dior's Cruise 2025 show. (Katielee Arrowsmith)

The LVMH-owned megabrand will show its Cruise 2025 line in the Renaissance-style terraced gardens of Drummond Castle, in Perthshire, Scotland on June 3.

Women’s designer Maria Grazia Chiuri is expected to spotlight local traditions and collaborate with local artists and craftspeople, continuing the strategy she has used to modernise and enrich Dior’s destination Cruise shows.

The traditional concept of a Paris-based atelier is “nostalgic and not realistic about what it means today to have an atelier — it’s something global,” she told BoF in 2022. “I really believe in being a community designer, not with this idea of a creative director in a torre de Pisa.”

Dior is set to stage its Autumn 2024 women’s ready-to-wear show in New York on April 15, but indefinitely postponed a show by men’s designer Kim Jones slated for March 23 in Hong Kong, declining to say why the outing had been shelved.

ADVERTISEMENT

Learn more:

Case Study | Inside the $7 Billion Dior Phenomenon

How did a 75-year-old brand triple its revenues in just four years? By overhauling its commercial offer, racing into e-commerce and investing in spectacular flagships, Christian Dior Couture has radically accelerated its business, transforming itself into “a homegrown Chanel challenger within LVMH.”

LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholders’ documentation guaranteeing BoF’s complete editorial independence.

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

The Existential Threat to Independent Brands

This week, The Vampire’s Wife announced its closure and Dion Lee called in administrators, only days after Mara Hoffman said it was shutting down and Roksanda narrowly escaped administration. Many more may follow.


How Chopard Seizes the Red Carpet Spotlight in Cannes

The Swiss brand out-sparkles rivals with a strategy aimed at driving sales as well as image. This year the company dressed Greta Gerwig, Demi Moore and Bella Hadid as well as hosting clients to view (and purchase) its high jewellery range.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.