Daniel w. Fletcher Announced As Royal Ascot’s First Ever Creative Director
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9 months ago
Fashion on the starting line
As most people who attend will know, Royal Ascot isn’t just about the horses and the racing – it’s also the perfect setting for showcasing stylish racing regalia. And this year, the racecourse is solidifying its role in defining summer occasion dressing by appointing it’s first ever Creative Director, fashion designer Daniel w. Fletcher.
Meet Royal Ascot’s First Creative Director: Daniel w. Fletcher
Daniel w. Fletcher
In its 300 years of history, never has Royal Ascot had a Creative Director – until now. British fashion designer Daniel w. Fletcher will be taking the reins from 2024, overseeing the creation of the annual Lookbook and Millinery Collective.
‘I’m thrilled to be appointed as Ascot’s first Creative Director and have thrown myself into the new role,’ commented Fletcher. ‘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.’
Fletcher, a London-based designer who graduated from Central Saint Martins in 2015, has his own eponymous label as well as design credits for the likes of Louis Vuitton, Lanvin, JW Anderson and Fiorucci (for which he acted as Artistic Director between 2019 and 2023). He’s dressed many notable names in the entertainment industry, including James McAvoy, Tilda Swinton, Alexa Chung, Robert Pattinson, Eddie Redmayne, Ncuti Gatwa, Kit Connor, Nicholas Galitzine, Emma Corrin and Emerald Fennell.
He was also named Breakthrough Designer of The Year in the 2020 GQ Men of The Year Awards, was a winner of the European Semi-Final of the International Woolmark Prize and was the runner-up in Netflix’s Next In Fashion.
Daniel w. Fletcher will be incorporating his signature aesthetic into Royal Ascot’s inspirational fashion edits, helping to evolve the racing event’s signature occasionwear for 2024. The move aligns with the direction that Royal Ascot has taken in recent years with the Lookbook and Millinery Collective, which now focuses on encouraging racegoers to tap into their personal stye while looking at rental and preloved fashion alternatives.
‘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,’ said Alexandra Bertram, Brand and Creative Lead at Ascot Racecourse. ‘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.’
When Is Royal Ascot 2024?
Royal Ascot takes place from Tuesday 18 to Saturday 22 June 2024, with tickets starting from £35 per person if booked before midnight on 29 March 2024. ascot.com
Images courtesy of Royal Ascot / Campaign: Daniel Fletcher announced as Royal Ascot Creative Director / Photography credit: Morgan Hill Murphy
