Royal Ascot ends 313 years of tradition with major announcement that could change what people wear to the races
ROYAL ASCOT has ended 313 years of tradition with a major announcement that could change what people wear to the races.
The summer showpiece is the poshest meeting all year with punters including King Charles wearing their finest top hot and tails.
But now regular racegoers will have their own style guide, after bosses decided to appoint the fixture’s very first creative director.
Daniel Fletcher, 33, has been given the job of influencing what people wear to the five-day festival.
And he will be in charge of the famous Lookbook and Millinery Collective publications – both of which help people decide what to wear.
Royal Ascot is famously strict with racegoers’ outfits, even in the sweltering summer months.
In 2021 rules were relaxed so navy morning suits could be worn, while jumpsuits were only formally accepted in the Royal Enclosure in 2017.
But Ascot wants punters to embrace a ‘bold new look and feel for 2024’ – with a little help from Fletcher.
The fashion designer said: “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.
“I’m keen to encapsulate the rich heritage of the racecourse and unique dress codes, whilst adding a contemporary twist.”
While Alexandra Bertram, brand and creative lead at Ascot, said: “We are thrilled to appoint Daniel Fletcher as creative director.
“Royal Ascot style transcends simply dressing for the races and Daniel brings a fresh, authentic aesthetic which perfectly mirrors our passion for individuality and personal style.”
Hollywood A-listers include Eddie Redmayne and style icons such as model Alexa Chung have all worn his clothes before.
Fletcher has previously worked for the likes of Louis Vuitton and is a big name at London Fashion Week.
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