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Johnstons of Elgin @ The Fife Arms


August 2019

With a history spanning three centuries and a keen commitment to innovation, it's little wonder we talk a lot about combining heritage with modernity at Johnstons of Elgin. So, to shoot our Autumn Winter '19 collection, what better venue than Braemar's breathtaking Fife Arms Hotel, where history meets modern art and taxidermy meets neon lights?

Our Autumn Winter capsule collections range from 'Stylish Traveller', capturing the golden age of plane, steamship and motorcar travel, to 'Modern Heritage', injecting new energy into traditional checks and patterns from our archives. This eclectic blend demands a unique backdrop, and The Fife Arms, in the heart of the Scottish Highlands, sets a scene like no other. Described by the Telegraph as 'a visual extravaganza', the hotel has come a long way since its days as a Victorian Coaching Inn.


The building's exterior is impressive; a large, traditional 19th Century piece of architecture, immaculately maintained with wooden bargeboards and rows of timber sash and case windows. However, what lies inside is what truly takes your breath away, a busy mixture of antiques and artefacts with striking contemporary art, perfectly put together with a modern design eye.

Johnstons of Elgin @ The Fife Arms Johnstons of Elgin @ The Fife Arms

On arrival, guests receive their room key inside a hollowed-out classic book. While the traditional tartan upholstery might befit a town famous for its Highland Gathering, the brightly coloured antler-style light installation is both eye-catching and refreshing. Nods to Queen Victoria, whose Highland retreats boosted Scotland's popularity as a holiday destination in the 1800s, can be noted at every turn, including a full-size waxwork of the former Monarch and a bedroom dedicated to her pet dog 'Sharp'. A taxidermy stag leaps across the hotel bar, while a Picasso hangs in the drawing-room.

Johnstons of Elgin @ The Fife Arms Johnstons of Elgin @ The Fife Arms

The creative curation at The Fife Arms resembles a scene from a movie, with influences from all over the world sitting shoulder to shoulder with traditional Scottish paraphernalia. Local artists and craftspeople have created many of the hotel's showpieces, in much the same way as our own international influences are developed and realised at home in Scotland.

The hotel's blend of gothic-inspired dark wood and ornate decoration with abstract paintings and pops of colour perfectly encompasses the theme of Modern Heritage. Mirroring our own commitment to marrying the past with the future, we couldn’t have wished for a better location in which to showcase this season’s styles. The Fife Arms is well worth a visit.

Johnstons of Elgin @ The Fife Arms Johnstons of Elgin @ The Fife Arms

The luxurious nature of our Autumn Winter collection reflects the lifestyle associated with plane, ship and motorcar travel in the early 1900s. This season, we stop to take in the beauty and significance of the past, while our innovation and creativity transports us into the future.

Find out more about The Fife Arms Hotel at