British designer Daniel Fletcher will be Royal Ascot’s first creative director.
For the first time in the 300-year history of British horse racing, the traditional event format is appointing a creative director. Fletcher will design two collections for 2024, Royal Ascot announced on Monday. One is the ‘Royal Ascot Lookbook’ and the other is the ‘Millinery Collective’. The lookbook serves as inspiration for the required dress code for horse racing visitors, which was introduced at the end of the 18th century.
Fletcher, who is working for a sports brand for the first time in his new position, will continue to develop and modernize the look of Royal Ascot, according to the statement. Previously the designer worked as Artistic Director for Men’s Fashion at Fiorucci
and designed fashion for Louis Vuitton, Lanvin and JW Anderson.
“I’m thrilled to have been appointed Ascot’s first creative director and have thrown myself straight into the new work. “I am passionate about preserving the racecourse’s rich heritage while adding a modern twist to the unique dress code,” Fletcher said of his appointment. “For 2024, I want to inspire visitors to push the boundaries of their own style and express their own creativity – and there is no better occasion than Royal Ascot!”
The Royal Ascot first took place in 1711 in Berkshire, England. This year’s racing days extend from June 18th to 22nd.