Celtic Chic: How the Highlands are Fashion’s New Frontier
Words by Rachel Hambly, Writer
There’s a change in the air – it smells like mossy Earth, crackling fire, and ocean sea mist. And this isn’t just happening because we live in Scotland; it’s everywhere. This surge of interest is taking hold as society becomes increasingly dissatisfied with what their screen time provides and is looking towards the Earth for inspiration instead of their algorithm. And while this could be my biased take, there is no better place on Earth to turn to than Scottish and Celtic lands. Fashion’s eternal love affair with reinvention has discovered these heavenly destinations, resulting in a quiet revolution of craft and mystique, in stark comparison to the hyper-technological world we are immersed in.
From Dior’s poetic Cruise 2025 show held at Drummond Castle to J Crew’s soulful campaign shot in Wales, brands and designers are rediscovering the allure of heritage and tradition. Adding to that the sharp increase in popularity of barn jackets and wellies, shown through labels such as Barbour and Hunter, as well as a handful of influencers spreading the beauty and luxury of the lifestyle that comes with these locations, it’s become clear that Celtic chic isn’t a moment, but a movement.
J. Crew Heads East
J. Crew, the iconic brand of Americana casual prep, unveiled their latest campaign, set among the rolling moors and ocean cliffs of Wales. It acts as a love letter to a simpler, more grounded way of life with traditional basics like thick sweaters and denim but showcases a story.
Picture this: a model in an oversized fisherman’s sweater perched on a moss-covered stone wall, set against the dark moving clouds shadowing the landscape. Another, wrapped in a scarf large enough to be a picnic blanket, wanders through tall grass fields with sheep everywhere you look. The aesthetic is storybook magic, but J. Crew makes it accessible to shoppers everywhere.
The pieces strike a balance between romantic and relatable, creating that accessibility. Woolen cardigans are paired with wide-legged trousers and long tulle skirts, while classic blazers get a playful twist by adding checkered or striped patterns, along with suede and sherpa boots. And then there’s the outerwear – tailored coats that flow in the breeze and look just as good on a Welsh hillside as they would on the sidewalks of Manhattan. Plus, you can never go wrong with a colored cashmere beanie and gloves, keeping you warm no matter where the wind blows.
By choosing Wales as its muse, J. Crew tapped into a broader cultural yearning: a longing for tradition, authenticity, and a connection to the natural world. As the pace of daily life accelerates and it can feel as though the internet becomes more intertwined with our thoughts, these clothes whisper of crackling fires, slower days, and the warmth of something crafted with care.
Barn Jackets: Field to Front Row
Not one singular garment can encapsulate Scottish culture quite like the barn jacket. Once a symbol of agricultural practicality, this seemingly plain piece of outerwear has emerged as this season’s essential piece. The brand and its coats have a deep-rooted history here in Scotland, first opening in 1894 and quickly becoming a staple of the masses and the elite. The brand has taken social media by storm, producing collaborations and new products while staying true to its colors.
While farmers and outdoor workers are putting their iconic waxed jackets to the test, the brand has become synonymous with the ‘quiet luxury’ aesthetic, likely due to the late Queen Elizabeth's obsession with Barbour outerwear. She was often pictured wearing it while driving her Land Rover, furthering the Scottish aesthetic, and usually paired the olive jacket with a red or earthy-tone tartan skirt. She was not the only royal to re-wear her coat repeatedly, with Princess Diana pictured several times in a floor-length Barbour coat, and Princess Kate and Megan wearing the classic style to hunting adventures and pilates classes.
The barn jacket’s rise can be credited, in part, to its versatility. Its thinness allows for layers upon layers: a chunky sweater and jeans or a ruffly mini dress and thick scarf to bundle up. The brand’s recent collaborations with Alexa Chung and Ganni prove they are committed to staying relevant. But this style represents more than a new obsession with an aesthetic; it shows a shift in consumer values. People are looking for a line that will stand the test of time, physically and stylistically, and Barbour is that brand.
Dior Cruise 2025: A Highland Dream
While Barbour and J. Crew bring Celtic fashion to every day, Dior elevated it to the realm of fantasy. The fashion house’s Cruise 2025 show was set at Drummond Castle (Only a one-hour and fifteen-minute drive from St. Andrews!) with models walking down the rows of gardens, the castle standing tall in the background.
The collection itself was a masterclass in blending tradition with innovation. Any texture you can think of was likely included in the show, inspiring no matter your style. There were tartan blazers and pant sets paired with chokers and slicked-back hair, sheer lace and tulle, berets, jeweled face coverings, and so much more. While edgy and whimsical, each piece paid homage to Scotland’s craftsmanship.
In a WWD article, Dior’s creative director, Maria Grazia Chiuri, says, “Mary Stuart’s wardrobe mixed very fragile lace with velvet, and there was a dialogue between very different materials. So, in the show, we mixed together sportswear with fragile materials. Corsets act like accessories, while cotton and wool fabrics come with embroideries.” It celebrated Scotland’s cultural legacy, a tribute to those working to keep it alive for centuries. And by choosing the Highlands as the setting for the show, Dior underscored its commitment to storytelling – using fashion as a medium of expression and a way to honor and preserve tradition.
Influencers leading the Celtic Craze
Of course, in this day and age, the trend can only take off once it has had the influencer stamp of approval. Scotland’s elite has heavily leaned into this phase and is spreading the lifestyle this aesthetic offers.
Alexa Chung has long been the only It-girl the internet can collectively decide upon. Known for being one of the prominent faces of the original ‘Indie Sleaze’ movement and her unapologetic mismatched, but elegant style, Chung is who many first think of when discussing British fashion. She layers utilitarian Barbour jackets over sequined mini dresses and has even designed a couple of capsule collections for Barbour herself. She loves tartans intensely and wears graphic sweaters, such as the iconic ‘Je t’aime Jane’ sweater from Bella Freud. And, of course, her accessories steal the show. When she’s not wearing a detailed leather crossbody bag or Simone Roche earrings, she’s stomping through festival grounds with a tall pair of wellies, once again making her style aspirational but approachable.
Photo from Alexa Chung’s Instagram
Lola Bute, daughter of the Marquess of Bute, is more than just an aristocrat– she's a fashion icon, too. She makes you jealous with a wardrobe that blends high fashion with heritage. Her look learns towards tailored elegance, with sharp blazers, pointed-toe heels, and miniskirts with flowing fur coats. This past June, she celebrated her birthday with a massive birthday bash on the Isle of Bute, full of flowing champagne and glittering party looks that filled news headline after headline. Bute also recently launched her debut clothing line, Debute, with her sister, so if you’re looking for aristocracy-approved clothing, this is the brand for you.
Photo from Lola Bute’s Instagram
Tish Weinstock is the modern-day Morticia Addams with a touch of old-money wealth. Weinstock is a fashion journalist who writes for publications such as Vogue and Dazed but also has amassed a large social following. Her looks tend to air on the gothic side, but she shows off her looks at mysterious parties in highland mansions or while on vacations with her family in the countryside. She isn’t afraid to show a bit of skin and commonly has at least one sheer piece on, whether a ruffly blouse or a knee-high pair of socks. Weinstock also recently came out with a book, How to be a Goth, which covers her “undead style,” explaining how to add edge to everyday life.
As Scotland and Wales continue to inspire designers, influencers, and consumers alike, it’s clear that this movement is here to stay. From the practicality of Barbour jackets to the luxury of Dior tartans, Celtic-inspired fashion is as diverse as it is enduring. The rise of this aesthetic speaks volumes about a broader cultural shift. The fabrics and patterns of Scotland and Wales – tweed, wool, tartan – offer a sense of permeance in the quick pace of life. But there’s also a more profound and emotional appeal. These clothes evoke romance and nostalgia for nature, windswept landscapes, and fireplace evenings. By embracing this style, we’re not just wearing clothes; we’re connecting to a story that has been going on for centuries and learning that life can be grounded, even today.