For the first time in its 313-year history, Ascot Racecourse has announced the appointment of a creative director.
British fashion designer Daniel Fletcher, 33, will be responsible for creating the annual Lookbook and Millinery Collective in 2024, which sets the style tone for the year and often inspires racegoers’ outfits.
He is known for his classic silhouettes and modern gender-fluid clothing; Their Spring/Summer 2023 collection included corset designs for both men and women.
The Cheshire-born designer, whose first client was the eccentric Harry Styles, said GQ in 2023: ‘The idea of a piece of clothing being for a specific gender is very fun.
‘I understand that something like a bra is designed to perform, but when it comes to a shirt, why would we apply gender to something like that? And the same thing happens to me with the corset.’
British fashion designer Daniel Fletcher, 33, will be responsible for creating the annual Lookbook and Millinery Collective in 2024, which sets the style tone for the year and often inspires racegoers’ outfits.
Former One Direction member Harry, 30, whose style includes jumpsuits, feather boas, skirts and dresses, became Daniel’s first customer after buying all the short-sleeved boxy shirts from the designer’s graduate collection in 2015.
“Harry had a big impact on my career,” Daniel admitted. GQ in 2020. ‘At 24 years old I couldn’t believe what was happening.’
Since then, the designer’s career has gone from strength to strength, with celebrities including James McAvoy, Robert Pattinson, Eddie Redmayne, Emma Corrin and Emerald Fennell sporting his looks.
The Central Saint Martins graduate also designed for some of the world’s most prestigious houses, including Louis Vuitton, Lanvin and JW Anderson, and served as artistic director of Italian brand Fiorucci between 2019 and 2023.
He was nominated for the LVMH Prize in 2017, won the European semi-final of the International Woolmark Prize and was named Breakthrough Designer of the Year at the 2020 GQ Men of the Year Awards.
After many successful seasons showing his collections at London Fashion Week, Daniel participated in the Netflix series ‘Next In Fashion’, which took him to the final.
The Cheshire-born designer, whose first client was the eccentric Harry Styles, told GQ in 2023: “The idea of a garment being for a specific gender is really fun.”
He is known for his classic silhouettes and modern gender-fluid clothing; its Spring/Summer 2023 collection included corset designs for both men and women (pictured)
Commenting on his latest appointment, Daniel said: “I am delighted to be appointed as Ascot’s first creative director and to have jumped into the new role.”
‘I’m keen to encapsulate the rich heritage of the racecourse whilst adopting unique dress codes, adding a contemporary touch to bring a style that Ascot hasn’t seen before.
‘By 2024, 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 – and what better occasion than Royal Ascot!
“I’m so excited to reveal the next evolution of the world-renowned brand’s style direction and can’t wait for the vision to become a reality.”
Alexandra Bertram, creative and brand leader at Ascot Racecourse, said: “Self-expression and the joy of dressing up for a day at the races has always been at the heart of Ascot.
‘2024 marks an incredibly exciting chapter for us and we are delighted to appoint Daniel Fletcher as creative director.
Former One Direction member Harry, 30, whose style includes jumpsuits, feather boas, skirts and dresses, became Daniel’s first customer after buying all the short-sleeved boxy shirts from the designer’s graduate collection in 2015.
Since then, the designer’s career has gone from strength to strength, with celebrities including James McAvoy, Robert Pattinson, Eddie Redmayne, Emma Corrin and Emerald Fennell sporting his looks.
The Central Saint Martins graduate has also designed for some of the world’s most prestigious houses, including Louis Vuitton, Lanvin and JW Anderson, and served as artistic director of Italian brand Fiorucci between 2019 and 2023.
‘Royal Ascot style transcends simply dressing for the races and Daniel brings a fresh, authentic aesthetic that perfectly reflects our passion for individuality and personal style.
‘Working closely with Daniel, we will cater to Ascot’s diverse audiences with their incredible range of styles and varied shopping habits, from second-hand clothing to haute couture.
“He has a deep understanding of the Ascot brand and we look forward to working closely to create heroic moments in the run-up to Royal Ascot and beyond.”
Royal Ascot confirmed its dress code will remain unchanged in 2024. It operates in the Royal Enclosure, Queen Anne Enclosure and Village Enclosure.
Royal Ascot will take place from Tuesday 18th to Saturday 22nd June 2024 with tickets from £35 per person if booked before midnight on 29th March 2024.
After many successful seasons showing his collections at London Fashion Week, Daniel participated in the Netflix series ‘Next In Fashion’, which took him to the final.