Daniel Fletcher Appointed as Ascot Racecourse’s Inaugural Creative Director for Royal Ascot 2024
In a landmark move, Ascot Racecourse has announced the selection of Daniel Fletcher, the acclaimed British fashion designer, to serve as its inaugural creative director, a position created in preparation for the esteemed Royal Ascot in June 2024.
Fletcher is set to steer the fashion course for this year, overseeing the much-anticipated annual lookbook and the millinery collective. These elements are pivotal in shaping the fashion narrative for the 2024 season, offering racegoers a glimpse of high-fashion editorials that not only set the Royal Meeting’s tone but also encourage attendees to craft ensembles that resonate with their individual fashion sense while aligning with the event’s prestigious fashion ethos.
Expressing his enthusiasm, Fletcher remarked, “It is a great honor to be Ascot’s first creative director. I’m fully invested in this role and aim to blend Ascot’s storied traditions with its distinctive dress codes, infusing a modern vibe that will introduce an unprecedented flair to the racecourse. My vision for 2024 is to inspire attendees to explore and express their distinctive styles in more daring ways, especially for an event as iconic as Royal Ascot. I am eager to unveil the new era of style that awaits Ascot’s distinguished brand.”
Alexandra Bertram, Ascot’s brand and creative lead, shared her excitement, “Ascot has always celebrated the art of dressing and personal expression. With 2024 marking a thrilling new chapter, we are delighted to have Daniel Fletcher on board as creative director. His innovative and genuine approach to fashion embodies our values of individuality and personal style. Our collaboration with Daniel will cater to Ascot’s diverse audience and their eclectic fashion preferences, ranging from vintage finds to high-end couture. Daniel’s profound insight into the Ascot brand is invaluable, and we anticipate creating memorable fashion moments leading up to and during Royal Ascot.