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The British racing institution, Royal Ascot, has revealed its inaugural Lookbook with fashion designer Daniel Fletcher as its first ever creative director in over 300 years.
Fletcher, a renowned British designer known for dressing Harry Styles, continues to showcase his expertise in tailoring through his latest Lookbook. This annual offering emphasizes the importance of dressing creatively and staying true to one’s personal style for racegoers.
Ascot is an important fixture in the fashion stakes – with notable attendees of the prestigious event including King Charles and Queen Camilla.
Fletcher has produced five consolidated edits that showcase a range of looks appropriate across all enclosure dress codes.
These include a ‘New Guard’ category, which showcases clothing from independent designers and rising stars in the UK, and ‘The Conscious Edit’, which takes a more sustainable approach and includes pieces from Stella McCartney and Vivienne Westwood.
In 2022, Royal Ascot made an unprecedented change to their rigorous dress requirements, citing high temperatures. Attendees were given permission to forego their jackets and ties.
Fletcher is incorporating an exhilarating new element to the event’s emphasis on style.
“I aimed to introduce a new perspective on race fashion and the enchanting realm of formal attire this season,” stated 33-year-old Fletcher, who is located in London.
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My lifelong interest in British heritage and the fashionable individuals at the racecourse this summer and beyond served as my inspiration. I also wanted to highlight the variety of styles that can be seen in each enclosure and incorporate some of my favorite looks from Royal Ascot throughout history, which I found while researching through pictorial archives.
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“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.
“Whether you prefer extravagant or subtle fashion, attending Royal Ascot allows us to fully embrace the well-known dress codes and dress to impress. In 2024, my goal is to capture this sense of joy and motivate attendees to push the limits with their own distinct style, while also embracing their personal creativity.”
Fletcher, a native of the North West of England, founded his own menswear brand, DANIEL w. FLETCHER, in 2015 after completing his studies at Central Saint Martins and working for influential fashion brands such as Louis Vuitton, Lanvin, and JW Anderson. He quickly gained attention, particularly when his clothing was worn by Harry Styles.
He participated in the 2020 season of Netflix’s Next In Fashion, and successfully made it to the final round.
Alexandra Bertram, the brand and creative lead for Ascot Racecourse and current style helm for Royal Ascot, commented on Fletcher’s initial Lookbook changes: “The Lookbook features a variety of styles, from traditional ‘Royal Ascot’ looks that reflect our rich fashion history, to the charming sophistication of vintage fashion and more casual formalwear options. There is something for every fashion era and every enclosure.”
Source: independent.co.uk
