Fighting spirit: Maria Grazia Chiuri’s Dior Cruise collection show may have taken place under the scorching blue skies of Scotland, but the designer chose a golden haze as the backdrop for the accompanying advertising campaign.
Brigitte Niedermeier photographed models Sanya Dalekka, Tanya Churbanova, Ali Dansky, and Jari Zhao against a backdrop of wildflowers and roaring fires, capturing the rebellious spirit that Mary Stuart’s iconic figures embody. The photos were inspired by the beauty and strength of spirit and resilience. Dior said in a statement Thursday.
Unveiled in the grand Italianate gardens of Scotland’s 15th-century Drummond Castle, the collection incorporates materials such as velvet and lace for equestrian-inspired looks, while taffeta balls Renaissance influences were felt in skirts, voluminous trains, embroidered dresses, and chainmail.
Dior Cruise 2025 campaign.
Brigitte Niedermile/Courtesy of Dior
Chiuri flew to the Outer Hebrides to see how Harris Tweed wool is made (by artisans, often farmers, who weave it at home on treadle looms) and created a collection using the colors of the Scottish countryside. We collectively made a special tartan for the event.
Churbanova wears a purple tartan coat and a shawl-collar dress, fastened with a belt adorned with amulets and accessorized with a New Bobby belt bag lined with metallic studs. Dalekka is wearing a top that features an image of founder Christian Dior trying it on on a model at the Dior spring 1955 show at Gleneagles Hotel.
Other accessories featured in the ad include a Lady Dior handbag, a Dior Book tote with a map of Scotland, and D-Fight ankle boots.
Niedermeier also served as the campaign’s art director, with styling by Erin Svern. Make-up was by Peter Phillips and hair by Eugene Suleiman.
Dior Cruise 2025 campaign.
Brigitte Niedermile/Courtesy of Dior
