Daniel Fletcher Unveils 2024 Royal Ascot Fashion Looks for Racegoers
Fashion Designer Daniel Fletcher Unveils 2024 Royal Ascot Looks, Encouraging Racegoers to Embrace New Style
Fashion Designer Daniel Fletcher Unveils 2024 Royal Ascot Looks, Encouraging Racegoers to Embrace New Style
As the 2024 Royal Ascot draws near, fashion designer Daniel Fletcher, the event’s first-ever creative director, has unveiled his anticipated lookbook, aiming to inspire racegoers to embrace fresh and unexpected ways of dressing.
Fletcher, who graduated from the renowned Central Saint Martins in 2015, gained early recognition when pop superstar Harry Styles became his first-ever customer, purchasing his entire graduate collection. This serendipitous encounter helped launch Fletcher’s career, leading him to work with other big names in the music industry, such as Joe Jonas.
Now tasked with bringing a new creative vision to the historic Royal Ascot, Fletcher is determined to pay homage to the event’s sartorial traditions while also introducing a modern, forward-thinking approach. “It’s quite daunting to me to become the first creative director of Royal Ascot because we’re talking about dress codes here that date back to the 19th century,” he explains. “I’ve looked back through all of the outfits from hundreds of years and tried to pay homage to those but also bring something new and a fresh approach to it as well.”
Fletcher’s lookbook features five unique edits, each with its own distinct style and inspiration:
- The “Best of British” edit draws from the designer’s lifelong fascination with British heritage, showcasing clashing stripes and ties worn with whimsical silk dresses.
- The “New Guard” edit offers a contemporary take on occasion dressing.
- The “Conscious” edit highlights sustainable fashion choices.
- The “Luxury” edit celebrates opulent, glamorous pieces.
- The “Tailoring” edit explores alternative ways to incorporate tailoring into raceday attire.
“This season, I wanted to bring a fresh take on fashion at the races and the magical world of occasion dressing,” says Fletcher. “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.”
With his innovative approach and commitment to honoring Ascot’s rich sartorial legacy, Fletcher’s debut as creative director promises to make the 2024 Royal Ascot a truly unforgettable style event.
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