Royal Ascot 2024 Lookbook by Daniel Fletcher: Breaking Tradition with Stylish Fashion Edits
Ascot Racecourse Unveils Stylish 2024 Lookbook, Challenging Traditional Dress Codes
Published: 14:45 BST, 8 March 2024 | Updated: 15:03 BST, 8 March 2024
Racegoers seeking sartorial inspiration ahead of Britain’s most glamorous racing event this summer can now turn to an official ‘fashion bible’ that may raise a few eyebrows among more traditional attendees. For the first time in its 313-year history, Royal Ascot has published an 84-page Lookbook, curated by renowned British fashion designer Daniel Fletcher.
Fletcher, known for his classically tailored silhouettes and modern gender-fluid designs, has crafted a series of five distinct edits – Best of British, New Guard, Conscious, Luxury, and Tailoring – that aim to capture the “joy and freedom of expression” through dressing at the iconic racecourse. From dresses with ties and frilled shirts for men to a “Grandpacore” look inspired by older generations, the Lookbook promises to push the boundaries of traditional Ascot fashion.
“I wanted to bring a fresh take on fashion at the races and the magical world of occasion dressing,” said Fletcher, whose first customer was none other than former One Direction member Harry Styles. “For 2024, I want to inspire racegoers to push the boundaries with their own unique style and immerse themselves in the opportunity to embrace their own creativity.”
While the official Royal Ascot Dress Code remains unchanged, the Lookbook’s diverse array of designs, including a corset worn over a gown and multi-colored stripes inspired by jockeys’ silks, offer a contemporary twist on the event’s sartorial heritage. The Conscious Edit, featuring pieces from Stella McCartney and Vivienne Westwood, even encourages race-goers to embrace ethical and vintage fashion.
“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,” said Alexandra Bertram, brand and creative lead at Ascot Racecourse.
Royal Ascot, one of the world’s most prestigious horse racing events, is scheduled to take place from June 18th to June 22nd, with tickets starting from £35 per person. Fashion enthusiasts and racegoers alike eagerly await the opportunity to embrace the event’s new style direction, courtesy of Daniel Fletcher’s innovative Lookbook.
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