Royal Ascot launches 2024 Millinery Collective celebrating new-gen designers and acclaimed millinery artists.

Royal Ascot launches 2024 Millinery Collective celebrating new-gen designers and acclaimed millinery artists.

24th Apr 2024
·    Brought to life under the creative direction of British fashion designer Daniel Fletcher, as he leads the Royal Ascot style direction for the first time. 
·    Celebrates the whimsical world of millinery with 12 bespoke designs created exclusively for Royal Ascot.
·    Features industry luminaries and champions the ‘next generation’ of millinery talent.

Ascot unveils its annual Royal Ascot Millinery Collective, reimagined by the event's first Creative Director, British Fashion Designer Daniel Fletcher.

Originally conceived as an inspirational guide for racegoers to explore the global world of hat design, drawing inspiration from bygone eras as well as innovative techniques and materials, the 2024 Royal Ascot collection features 12 bespoke hats crafted by industry veterans and emerging talents.

Curated by Daniel Fletcher, this year's Collective showcases a diverse array of designers from around the globe, spanning from Dubai to New York, London to Ireland. It aims to spotlight and support the millinery industry's finest creatives.

Among the roster are emerging and international milliners such as Evetta Petty, Rafa Peinador, Nikole Tursi, and Evelyn McDermott, known for their innovative crafting methods, designs, and sustainable practices. Established names including Stephen Jones OBE, Awon Golding, Noel Stewart, Edwina Ibbotson, and Alison Tod, renowned for their traditional practices and extraordinary designs, have previously adorned the heads of royalty and celebrities like Rihanna and Beyoncé.

The campaign imagery was captured by renowned photographer David Vail, who collaborated with Fletcher to create this year’s Millinery Collective. This showcased a stripped back and contemporary approach to millinery through its inspired use of lighting and portraiture format, which focused on the hat, and the incredible artistry behind them.
Daniel Fletcher, creative director for Royal Ascot: "It’s been a huge privilege for me to work with some of the world’s best milliners on this year’s Royal Ascot Millinery Collective. Hat design is a unique art, and each of the 12 milliners has brought something different through the pieces they have created.

“Bringing together some of Britain’s most famed milliners with emerging talent, and designers from around the world has resulted in a beautiful collection to inspire racing style for the summer season. It was incredibly important for me to incorporate the work of emerging designers who are leading the way in this field, and I love the innovative and unexpected twist they have added to the overall look and feel of the collection."

Alexandra Bertram, brand and creative lead, Ascot Racecourse: "It’s always such a pleasure to work with such talented milliners and to understand how each design is turned into reality. There is such a rich history to hat wearing, and there isn’t another occasion on earth quite like Royal Ascot, where hats are such an iconic part of the landscape. Whether it's a top hat or a finely crafted piece of millinery art, it’s a total joy to see people feel their very best.

“This year’s collective really represents a new approach under the creative direction of Daniel Fletcher. Alongside his first Royal Ascot Lookbook launched in March, I cannot think of a better place for the most trusted source of style inspiration for this summer’s social season!”

Royal Ascot takes place from Tuesday 18th to Saturday 22nd June 2024 with tickets starting from £49 per person.

About Daniel Fletcher:
Daniel Fletcher is a London-based fashion designer, who, after graduating from Central Saint Martins in 2015 launched his eponymous label DANIEL w. FLETCHER. Originally from the North West of England, Fletcher has designed for some of the world’s most prestigious houses including Louis Vuitton, Lanvin and JW Anderson and held the role of Artistic Director for Italian label Fiorucci between 2019 and 2023.
DANIEL w. FLETCHER was nominated for the LVMH prize in 2017, was a winner of the European Semi Final of the International Woolmark Prize and was named Breakthrough Designer of The Year in the 2020 GQ Men of The Year Awards. After many successful seasons showing his collections on the London Fashion Week schedule, Fletcher took part in Netflix’s ‘Next In Fashion’ series which saw him make it to the final.
Fletcher produces deeply personal collections that explore British heritage with a focus on tailoring, casual luxury and sustainability. Notable wearers of Fletcher's designs include James McAvoy, Nick Jonas, Tilda Swinton, Alexa Chung, Robert Pattinson, Eddie Redmayne, Ncuti Gatwa, Kit Connor, Nicholas Galitzine, Taylor Zakhar Perez, Emma Corrin, Emerald Fennell and Griff.
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2024 Millinery Collective Designers:

Alison Tod -
Awon Golding -
Carol Kennelly -
Edwina Ibbotson -
Evelyn McDermott -
Evetta Petty -
Jane Taylor -
Jess Collett -
Noel Stewart -
Nikole Tursi -
Rafa Peinador -
Stephen Jones -

Royal Ascot Dress Code

The Royal Ascot Dress Code remains unchanged in 2024. This operates across the Royal Enclosure, Queen Anne Enclosure and Village Enclosure. No dress code applies in the Windsor Enclosure, although a significant majority of guests in that area choose to dress up in the spirit of the occasion.

To view Ascot’s official dress codes, please visit The history of fashion at Royal Ascot – Key Dates: 
Late 1700s – It was Beau Brummell, a close friend of the Prince Regent, who decreed that “men of elegance should wear waisted black coats and white cravats with pantaloons” and this set the tone for the dress code that is still adhered to by men in the Royal Enclosure. 
1830s – Queen Victoria’s visit to Royal Ascot saw her arrive in a pretty lace dress with a full bell skirt and shawl. She also started a craze for the porter bonnet, shielding the wearer from male eyes. 
1890s – As the dawn of a new century arrived, fashion took on an almost celebratory tone. Skirts were less full, but silhouettes made a greater statement with angular hips and puffed sleeves. Hats were large and full of feathers and adornments. 
1900s – One of fashion's most iconic images; that of Audrey Hepburn in My Fair Lady was inspired when costume designer Cecil Beaton saw images of Black Ascot, The 1910 Royal Ascot meeting was in full mourning over the death of King Edward. 
1920s – Hemlines were shorter and cuts were smaller in the 1920s reflecting a post-war generation’s rebellion against old traditions. Pearls and furs were the accessories of the day. 
1950s – Christian Dior’s New Look, a small waist and full skirt, was proving popular however it was when the newly crowned Queen Elizabeth and her stylish sister Princess Margaret wore the style at Royal Ascot that it was cemented in history. 
1960s – Royal Ascot’s glamorous profile elevated when Italian actress Sophia Loren was photographed in the Royal Enclosure. In modern times some of the biggest names in Hollywood and fashion have attended. 
1970s- Trouser suits became more popular following their introduction to the dress code in 1971. Gertrude Shilling, The Ascot Mascot, delighted the press with her extravagant outfits. One year, one of her son David’s millinery designs outgrew the Shilling’s long-wheel-based Rolls Royce, so the hat had to follow in a van behind. 
1980s – Sharp lines and bright colours took centre stage during this decade. With statement hats and pointed heels, there was little room for floaty florals in 1980s glamour. 
2012 – Royal Ascot officially launches its Style Guide to racegoers outlining dress code regulations for the Royal Enclosure and Queen Anne Enclosure (formally known as Grandstand). 
2017 – The jumpsuit is formally accepted in the Royal Enclosure Dress Code and the Queen Anne Enclosure Dress Code is extended to the new Village Enclosure. 
2018 – Royal Ascot introduces Style Guides for the Village Enclosure and Windsor Enclosure. 
2020 – Royal Ascot runs behind closed doors for the first time in the event’s history during the global COVID-19 pandemic. 
2021 – Navy morning suits were permitted in the Royal Enclosure