Royal Ascot releases annual lookbook ahead of summer event

Royal Ascot has unveiled its annual lookbook which is under the direction of a creative director for the first time in its history.

The popular Royal Ascot will take place at Ascot Racecourse in June, and a lookbook under the artistic direction of British fashion designer Daniel Fletcher has been revealed.

The appointment of a creative director is a first in the event’s history, spanning back more than 300 years.

This year’s lookbook features Mr Fletcher’s signature aesthetic to create a bold new look.

Continuing to shine a light on tailoring, the 2024 lookbook includes two bespoke suits from his brand DANIEL w. FLETCHER.

The lookbook features five consolidated edits which highlight a range of looks appropriate across all dress codes from the Royal Enclosure to the Windsor Enclosure where there are no dress code rules, but Mr Fletcher’s guidance can still help.

The edits are as follows:

The Best of British Edit: This showcases a selection of the UK’s best homegrown craft and talent, taking inspiration from Mr Fletcher’s career and fascination with British Heritage.

Unexpected styles are combined with clashing stripes and ties worn against A-line silk dresses.

The edit includes heritage brands such as Huntsman as well as London Fashion Week’s Emilia Wickstead, and a bespoke look designed by Mr Fletcher for Ascot which includes multi-coloured stripes inspired by the silks worn by jockeys.

The New Guard Edit: This is dedicated to the next generation of independent designers and offers a new take on occasion dressing.

The edit pays homage to Mr Fletcher’s Central Saint Martins peers, with classmates WED Studios, Chopova Lowena and Stefan Cooke featuring.

The Conscious Edit: This aims to highlight how racegoers can dress up while also thinking about the impact their fashion choices have on the environment.

It brings together designers including Vivienne Westwood and Stella McCartney, known for creating in a sustainably conscious manner, alongside vintage pieces and hired items which champion recycling, instead of buying new.

Highlights from the edit include a custom suit designed and produced by Mr Fletcher in London using a deadstock lightweight tweed, thus a product that was made and sourced locally to reduce the carbon footprint.

The Luxury Edit: Featuring some of the world’s most celebrated designers, this edit showcases Missoni intarsia knit dresses, intricate pleating from Zimmermann and draping from Marc Jacobs, all personally chosen by Mr Fletcher.

The Tailoring Edit: Classic top hat and tails are highlighted in fresh ways to incorporate tailoring into raceday dressing with this edit.

From the relaxed to the razor-sharp look, this edit looks to showcase the number of options available on the high street, from Moss and LK Bennett to the bespoke end of the spectrum, with investment pieces from Savile Row.

While the official Royal Ascot Dress Code is not being changed, the new direction of the lookbook provides a range of inspirational ideas beyond raceday itself.

Each look pays homage to modern approaches and attitudes to occasion dressing and celebrates a sense of personal style, while adhering to the dress codes of Royal Ascot’s four enclosures.

Mr Fletcher brought together a host of creatives for the project, including make-up artist Andrew Gallimore, photographer James Robjant and hair stylist Hiroshi Matsushita.

Daniel Fletcher, creative director for Royal Ascot, said: “This season, I wanted to bring a fresh take on fashion at the races and the magical world of occasion dressing.

“Inspiration came from my lifelong fascination with British heritage, and the stylish characters one might find at the racecourse this summer and beyond, whilst also paying homage to the array of styles able to be showcased across each enclosure, as well as my favourite Royal Ascot looks throughout the decades that I discovered during my research delving through the pictorial archives.

“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.”

“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. 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, brand and creative lead at Ascot Racecourse, said: “While these dressing rules remain unchanged for 2024, the fresh take from Daniel Fletcher’s signature style and incredible vision has lifted this year’s lookbook to new heights. Royal Ascot style transcends simply dressing for the races and the array of looks Fletcher has curated brings an authentic aesthetic which perfectly mirrors Ascot’s passion for individuality and personal style.”

Royal Ascot will take place from Tuesday, June 18 to Saturday, June 22 with tickets starting from £35 per person if booked before midnight on Friday, March 29.