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Cheshire fashion designer appointed Ascot Racecourse’s inaugural creative director

Fashion designer and Netflix’s Next in Fashion star Daniel Fletcher has been appointed as Ascot Racecourse’s first ever creative director.

Born and raised in Cheshire, although London-based since he moved there to study, initially on an art foundation course at Kingston University and then the fashion design menswear degree at London’s Central Saint Martins, Fletcher will be taking the helm of style direction for Royal Ascot 2024.

He will be responsible for the creation of the annual Lookbook and Millinery Collective – two pieces of inspirational high fashion editorial which aim to entice racegoers to get lost in the magical world of fashion.

Historically created to set the tone for the Royal Meeting, in recent years the Lookbook and Millinery Collective have evolved to take on a new direction – to inspire racegoers to dream up an outfit that is authentic to their personal style whilst embracing the sartorial leadership the event is known globally for.

For 2024, Daniel will be continuing this trajectory, applying his signature aesthetic and creative lens to the world famous racing institution as it continues to evolve its take on occasionwear, unveiling a bold new look and feel for 2024.

Signalling a step change in the creative direction for the racecourse, Fletcher said: “I’m thrilled to be appointed as Ascot’s first creative director and have thrown myself into the new role. I’m keen to encapsulate the rich heritage of the racecourse while embracing the unique dress codes, adding a contemporary twist to bring a flair that Ascot hasn’t seen before.

“For 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 super excited to reveal the next evolution of style direction for the world- renowned brand and can’t wait for the vision to become a reality.”

Alexandra Bertram, brand and creative lead, Ascot Racecourse, added: “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 thrilled to appoint Daniel Fletcher as creative director. Royal Ascot style transcends simply dressing for the races and Daniel brings a fresh, authentic aesthetic which perfectly mirrors our passion for individuality and personal style.

“Collaborating closely with Daniel, we’ll be catering to the diverse Ascot audiences with their incredible array of styles and varied shopping habits, from pre-loved to couture. He has a deep understanding of the Ascot brand and we cannot wait to work closely to create hero moments in the run up to Royal Ascot and beyond.”

Royal Ascot takes place from Tuesday 18 to Saturday 22 June, 2024 with tickets starting from £35 per person if booked before midnight on March 29, 2024.

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