Embracing individuality with Daniel Fletcher

Showcasing the epitome of British racing elegance, Royal Ascot has long provided inspiration for stylish racegoers all over the world. 

Fashion at Royal Ascot is steeped in a rich history dating back centuries. As one of the most prestigious events on the British social calendar, it has been synonymous with elegance and tradition for generations. Against the backdrop of regal pageantry and the presence of royalty, racegoers don attire that reflects the event’s storied past. The dress code sets the tone for the sartorial splendour – from the opulent hats to the morning suits – embodying a timeless charm that pays homage to its illustrious heritage.

Dressing for the races, especially at a formal venue like Royal Ascot, can initially feel daunting due to the dress regulations. However, it’s a fantastic opportunity for people to express themselves creatively through their attire, in ways they might not typically do. The meticulous planning involved in outfit selection and the novelty of wearing a hat create a sense of occasion, unlike any other event.

Demonstrating that traditional race-day dressing can have a fresh and innovative approach with a modern twist, Ascot’s appointment of designer Daniel Fletcher as its creative director signals a new era of fashion-forward thinking. 

With a visionary approach and commitment to pushing boundaries, Fletcher is poised to disrupt the preconceived ideas of race-day fashion, while maintaining sartorial elegance.

Fletcher launched his eponymous label, DANIEL w. FLETCHER, after graduating from the fashion institution Central Saint Martins in 2015. With a background at fashion houses like Louis Vuitton and Lanvin, Fletcher also served as the Artistic Director for Fiorucci from 2019 to 2023. He was also featured in the Netflix series, Next In Fashion.

His collections, known for exploring British heritage, tailoring, and sustainability, have gained popularity, with celebrities like James McAvoy, Tilda Swinton, and Robert Pattinson wearing his designs. 

Fletcher’s styling of the Lookbook offers racegoers the opportunity to explore various looks suitable for different enclosure dress codes, from the prestigious Royal Enclosure to the more relaxed Windsor Enclosure. 

It challenges traditional notions of race day attire, encouraging racegoers to embrace their individual style and creativity while still confidently navigating the dress codes.

Fletcher aims to inspire creativity, stating: “Whether that will be to re-wear something from your wardrobe in a new way, create something from scratch or go out and discover new designers leading the way in fashion, take this as your cue to think bold, think big, think Ascot.”

The looks range from the playful, where he has combined unexpected styles (“stripes are clashing, ties are worn with whimsical silk dresses”) to the luxurious (“Royal Ascot would not be complete without a touch of glamour, think pointed velvet Jimmy Choos, monochrome ensembles, splashes of gold and big hats.”)

Fletcher also urges racegoers to take risks with hats, with its Millinery Collective guide undergoing notable changes. The updated guide encourages more daring and extravagant choices in headwear, promoting a departure from the growing trend of fascinators and headbands.

Flemington racegoers can find valuable inspiration in the blend of tradition and modernity, as we eagerly anticipate upcoming race days, including the Melbourne Cup Carnival where fashion takes centre stage once more.