Thursday 7th March 2024, London: Today, Ascot unveils its annual Royal Ascot Lookbook under the artistic direction of celebrated British fashion designer Daniel Fletcher. It marks a significant and historic step change for the British racing institution as it appoints a creative director – a first in the world-renowned event’s 300+ year history

Taking the helm of this year's style direction, Daniel has brought a renewed approach to dressing for occasions, applying his signature aesthetic to create a bold new look. The 2024 Royal Ascot Lookbook continues to shine a light on tailoring – a longstanding and signature style in occasionwear – with two bespoke suits from Daniel’s eponymous brand DANIEL w. FLETCHER.

This is complimented by a fresh take on its eagerly anticipated edits, which help racegoers to be inventive in the way they source their looks to create an inspired outfit that is authentic to their personal style. This year's Lookbook includes five consolidated edits that showcase a range of looks appropriate across all enclosure dress codes, from the Royal Enclosure through to the Windsor Enclosure where there are no dress rules but Fletcher’s guidance can still influence. Highlights include ‘New Guard’ – a category which showcases rising stars and independent brands including designers from Daniel’s graduating class at Central Saint Martins. Consider this a personal homage to his peers and contemporaries.

The Best of British Edit: Showcasing a selection of the UK’s finest homegrown craft and talent, Best of British takes inspiration from Fletcher’s career and long fascination with British heritage. There is a playful wit to the way unexpected styles are combined with clashing stripes and ties worn against A-line silk dresses. The edit features heritage brands such as Hunstman, to London Fashion Week favourite Emilia Wickstead, and a bespoke look designed specifically by Fletcher for Ascot - featuring multi coloured stripes inspired by the silks worn by jockeys.


The New Guard Edit: Dedicated to the next generation of independent designers paving the way in fashion, this edit offers up a new take on occasion dressing. It pays homage to Fletcher’s Central Saint Martins peers with fellow classmates WED Studios, Chopova Lowena and Stefan Cooke featuring.


The Conscious Edit: This edit aims to showcase how racegoers can dress up whilst simultaneously thinking about the impact their fashion choices have on the environment. It brings together designers including Stella McCartney and Vivienne Westwood famed for their ethos of creating in a sustainably conscious manner, alongside vintage garments and hired items that champion recycling, instead of buying new. Highlights include a custom suit designed and made in London by Fletcher using a deadstock lightweight tweed thus heroing product that is made and sourced locally to reduce carbon footprint.


The Luxury Edit: For racegoers looking to elevate their look with a touch of glamour, this edit features some of the world’s most celebrated designers, with quality craftsmanship showcased through sumptuous fabrics, and the manufacturing techniques befitting of high fashion. From Missoni intarsia knit dresses to intricate pleating from Zimmermann, and exquisite draping from Marc Jacobs, each has been personally chosen by Fletcher for their high-fashion credentials.


The Tailoring Edit: An emblematic part of Royal Ascot, and a signature style in occasion dressing, that you can never go wrong with is a classic top hat and tails. Here, this is highlighted in fresh ways to incorporate tailoring into raceday dressing. From the relaxed to the razor-sharp, this tailoring edit aims to showcase the breadth of options available across the high street — from Moss and LK Bennett — to the bespoke end of the spectrum, with investment pieces from the world-renowned Savile Row.


While the official Royal Ascot Dress Code remains unchanged, the new direction of the Lookbook offers a range of inspiration beyond a day at the races with the aim of enticing audiences to get lost in the magical world of style. Each look nods toward modern approaches and attitudes when it comes to occasion dressing, celebrating primarily a deep sense of personal style, while also adhering to the dress codes of Royal Ascot's four enclosures.


Fletcher brought together an enviable cast of creatives to realise his latest project, legendary makeup artist Andrew Gallimore, hair stylist Hiroshi Matsushita, and celebrated photographer James Robjant.


Daniel Fletcher, creative director for Royal Ascot: “This season, I wanted to bring a fresh take on fashion at the races and the magical world of occasion dressing. Inspiration came from my lifelong fascination with British heritage, and the stylish characters one might find at the racecourse this summer and beyond, whilst also paying homage to the array of styles able to be showcased across each enclosure, as well as my favourite Royal Ascot looks throughout the decades that I discovered during my research delving through the pictorial archives. This includes my signature style of building an outfit based on neutrals and my love of tailoring, which I’ve then juxtaposed with more playful maximalist looks that highlight a sense of British sartorial elegance and the glamour of Royal Ascot.

“Be it flamboyant or understated, Royal Ascot gives us the chance to embrace the famous dress codes and dress up, encouraging freedom of expression through dressing. For 2024, I want to capture that joy and inspire racegoers to push the boundaries with their own unique style, and to embrace their own creativity.”
 

Alexandra Bertram, brand and creative lead, Ascot Racecourse: “There is no occasion the world over quite like Royal Ascot where the dress codes are woven into the very fabric of the event. While these dressing rules remain unchanged for 2024, the fresh take from Daniel Fletcher’s signature style and incredible vision has lifted this year’s Lookbook to new heights. Royal Ascot style transcends simply dressing for the races and the array of looks Fletcher has curated brings an authentic aesthetic which perfectly mirrors Ascot’s passion for individuality and personal style. From quintessentially ‘Royal Ascot’ looks that embody our sartorial heritage, through to the playful elegance of vintage dressing and relaxed formalwear, there’s a look that speaks to every style generation across every enclosure.”
 

Royal Ascot takes place from Tuesday 18th to Saturday 22nd June 2024 with tickets starting from £35 per person if booked before midnight on 29th March 2024.


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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.
 

For more information, please visit www.ascot.com/royalascot


For more information, please contact [email protected]


NOTES TO EDITORS 


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 www.ascot.com/what-to-wear 


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