When it comes to weaving culture and craft into storytelling, Dior’s latest show in Scotland offers a beautiful example. In their latest documentary, Dior in Scotland, the luxury fashion house offers an intimate look at the creative journey behind Maria Grazia Chiuri’s 2025 Cruise Collection. Set against the rugged beauty of Scotland’s landscapes and inspired by its rich traditions, the film is more than a behind-the-scenes glimpse – it’s a masterclass in brand storytelling.

Here’s what marketers and brand storytellers can take away from this breathtaking initiative:

1. Celebrate Local Traditions to Connect Globally

In Dior in Scotland, Chiuri immerses herself in Scotland’s cultural heritage, working with iconic artisans like Harris Tweed Hebrides and Johnstons of Elgin. The result? A collection that doesn’t just borrow motifs – it pays homage to the country’s craft and traditions.

Takeaway: By spotlighting local artistry, your brand can build authentic connections while showcasing its commitment to honoring the communities it draws from.

2. Showcase the Process, Not Just the Product

The documentary brings viewers on a journey, from Dior’s Parisian archives to Scotland’s mills and the gardens of Drummond Castle. By revealing the meticulous artistry behind the collection, Dior invites its audience into the story behind the designs.

Takeaway: Transparency in your creative process not only builds trust but also creates an emotional connection. Let your audience see the passion and craftsmanship that go into your products or services.

3. Anchor Your Story in History and Culture

From bespoke tartans to a nod to Mary, Queen of Scots, Dior draws inspiration from Scotland’s history and symbolism. This layering of cultural references gives the collection depth and a timeless narrative.

Takeaway: Historical and cultural storytelling can add richness to your brand narrative. Explore how the past can inform your products and messaging to resonate with audiences on a deeper level.

4. Create a Multi-Sensory Experience

The film not only captures stunning visuals of Scotland’s landscapes but also evokes the textures and traditions of its fabrics. The result is an experience that feels immersive and tangible, even to those watching from afar.

Takeaway: Consider how your storytelling can engage multiple senses – visual, auditory, and even tactile elements can create a more memorable brand experience.

5. Tell a Collaborative Story

By working with artisans, artists, and historians, Dior demonstrates the power of collaboration. The result is a collection – and a story – that is greater than the sum of its parts.

Takeaway: Collaboration can infuse your brand storytelling with fresh perspectives and expertise. Partner with individuals or organizations whose values align with your brand for richer narratives.

Why It Matters for Marketers

In Dior in Scotland, the brand masterfully blends heritage, artistry, and innovation to create a narrative that captivates and inspires. For marketers, it’s a reminder that storytelling is most impactful when it’s authentic, layered, and rooted in a sense of place and purpose.

As you craft your next campaign, ask yourself:

• How can you celebrate the traditions or communities tied to your brand?
• What behind-the-scenes stories could make your audience fall in love with your process?
• Who could you collaborate with to breathe new life to your storytelling?

By answering these questions, you might just create your own brand masterpiece – one as timeless and enchanting as Dior in Scotland.

Jessica Gioglio is the co-author of The Laws of Brand Storytelling and The Power of Visual Storytelling. Professionally, Jessica has led innovative marketing and public relations programs for Dunkin’, TripAdvisor, Sprinklr, and more. Today, Jessica is a keynote speaker (book her here) and founder of With Savvy Media & Marketing, a strategic branding, storytelling, and content strategy consultancy.