Royal Ascot Fashion Lookbook by Daniel Fletcher: Style Inspiration & Bold Designs
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Royal Ascot Fashion Lookbook by Daniel Fletcher: Style Inspiration & Bold Designs

Royal Ascot Unveils Stylish New Lookbook with Fashion Designer Daniel Fletcher

The prestigious Ascot Racecourse has unveiled its first-ever Lookbook, curated by renowned fashion designer Daniel Fletcher, who has been appointed as the institution’s first-ever creative director in its over 300-year history.

Fletcher, the British designer who rose to fame for dressing global icon Harry Styles, has applied his bold and innovative aesthetic to the annual Lookbook. The collection aims to inspire racegoers to be creative and authentic in their outfit choices, showcasing a range of styles that cater to the various dress codes across Ascot’s enclosures.

Ascot, a prominent fixture in the fashion calendar, has attracted notable attendees such as King Charles and Queen Camilla over the years. Fletcher has produced five consolidated edits, including a “New Guard” category featuring up-and-coming UK designers, and a “Conscious Edit” highlighting sustainable options from brands like Stella McCartney and Vivienne Westwood.

“This season, I wanted to bring a new take on fashion at the races and the magical world of occasion dressing,” said the 33-year-old London-based designer. “Inspiration came from my lifelong fascination with British heritage and the stylish characters one might find at the racecourse.”

Last year, Royal Ascot made headlines when it relaxed its famously strict dress code due to soaring temperatures, allowing racegoers to remove their jackets and ties. Now, Fletcher is bringing a fresh, exciting perspective to the event’s style focus.

Fletcher’s Lookbook showcases his signature style of neutral-based outfitting with a touch of tailoring, juxtaposed with more playful, maximalist looks that capture the sartorial elegance and 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,” said Fletcher. “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, the brand and creative lead for Ascot Racecourse, praised Fletcher’s first Lookbook edits, stating that “there’s a look that speaks to every style generation across every enclosure.”

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