Fashion News

Daniel Fletcher Named Royal Ascot’s Inventive Director

LONDON — British type dressmaker Daniel Fletcher is bringing his experience to a fresh target audience: the racegoers at this 12 months’s Royal Ascot.

Fletcher has been named the primary inventive director within the match’s 313-year historical past, the place he’s going to be curating the yearly glance stock and Millinery Collective for the 2024 season, two campaigns that advertise type.

Royal Ascot has such a rich history and is the perfect opportunity to get dressed up (something I have always loved doing), so I can’t wait to start creating looks which inspire racegoers to push their style boundaries and embrace their own creativity,” Fletcher instructed WWD, including that he hopes in order a “contemporary flair” to the races.

The development will whip playground from June 18 to 22, with tickets foundation at 35 British kilos.

“Daniel’s expertise in tailoring and menswear will be pivotal to the 2024 campaign, with a focus on British heritage style with a modern twist. We cannot wait to work closely to create hero moments in the run-up to Royal Ascot in June and beyond,” stated Alexandra Bertram, logo and artistic supremacy at Ascot Racecourse.

Daniel Fletcher

Daniel Fletcher


Queen Anne based the Royal Ascot races in 1711 and because after they’ve change into a fixture for the British royal family to wait as a unit. The past due monarch Queen Elizabeth II used to be an avid hippophile, day her daughters-in-law, the past due Princess Diana and Sarah Ferguson; and Catherine Middleton and Meghan Markle, the better halves of Prince William and Prince Harry, have at all times captured the eye of the click for what they put on.

“Although there are long-standing dress codes to follow, there’s a real sense of creativity where people can experiment with styles they may not wear in their day-to-day lives,” stated Fletcher, stating that the development didn’t permit jumpsuits till 2017 and army morning fits have been best authorized within the Royal Enclosure in 2021.

The Royal Enclosure calls for all girls to put on hats and, normally, skirts or clothes to the knee, day males should put on lead hats and morning fits.

“The lines are more fluid than ever before and I look forward to bringing a contemporary take to some more traditional styles, as well as celebrating the accessibility of great tailoring for everyone and anyone,” he added.

1982:  Hawaiian born model, Marie Helvin, with the American model and wife of Mick Jagger, Jerry Hall, at Royal Ascot.  (Photo by Hulton Archive/Getty Images)

Jerry Corridor and Marie Helvin at Royal Ascot in 1982.

Getty Pictures

The dressmaker grew up in Chester, close the England-Wales border. The Royal Ascot used to be regarded as a pinnacle match for him.

Fletcher stated that his favourite seems on the Royal Ascot had been from the ‘80s as a result of the pencil skirts, nipped-in-at-the-waist jackets and heavy hats. 

“Jerry Hall wore a black and white ensemble in 1982 which I loved, it was very ‘Death Becomes Her’ and so of the time in terms of silhouette,” he stated.

Fletcher left his put up as menswear creative director of Fiorucci in June 2023 to concentrate on his personal logo.

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