British designer Daniel Fletcher (or Daniel w. Fletcher) is bringing a fresh spirit to this year’s prestigious Royal Ascot. As the event’s first-ever Creative director, Fletcher will curate the annual Look Book and Millinery Collective for the 2024 season, promising a delightful blend of tradition and modern edge.
“Royal Ascot has such a rich history and is the perfect opportunity to get dressed up,” enthuses Fletcher, who describes herself as a lifelong fan of sartorial expression. “I can’t wait to start creating looks which inspire racegoers to push their style boundaries and embrace their own creativity.”
The news is a welcome evolution for the 313-year-old event. Alexandra Bertram, Ascot Racecourse’s brand and creative lead, says: “Daniel’s expertise in tailoring and menswear will be pivotal to the 2024 campaign, with a focus on British heritage style with a modern twist. We cannot wait to work closely to create hero moments in the run-up to Royal Ascot in June and beyond.”
Royal Ascot has always been a stage for fashion extravagance, attracting the sartorial attention of the British Royal Family and celebrities alike. Princess Diana, Sarah Ferguson, Catherine Middleton and Meghan Markle have all graced the event with their iconic outfits, making international fashion waves.
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But Royal Ascot isn’t just about adhering to strict dress codes. As Fletcher aptly notes, “Although there are long-standing dress codes to follow, there’s a real sense of creativity where people can experiment with styles they may not wear in their day-to-day lives.” He points to the relaxed approach to jumpsuits introduced in 2017, and the recent inclusion of navy morning suits in the prestigious Royal Enclosure, as evidence of the event’s willingness to embrace modern interpretations.
Queen Anne inaugurated the Royal Ascot races in 1711, and since then it’s been an event often attended by the British royal family. The 2024 Royal Ascot will be held from June 18th-22nd.
The Royal Enclosure requires all women to wear hats and, in most cases, skirts or dresses to the knee, while men must wear top hats and morning suits.
While maintaining the essence of elegance, Fletcher promises to “put a contemporary spin on some of the more traditional styles.” His goal is to showcase the accessibility of great tailoring for everyone, regardless of gender or style preference. Inspired by the flamboyant 80s, Fletcher envisions pencil skirts, nipped-in jackets and statement hats adorning racegoers, all with his unique modern twist.
Daniel Fletcher stepped down from his role as menswear director at Fiorucci in June 2023 to focus on his own brand.
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