Daniel W Fletcher is Royal Ascot's first ever creative director
The British menswear designer will curate Royal Ascot's annual look book and Millinery Collective
Words: Zak Maoui
Chester-born designer Daniel W Fletcher has been making waves on the British menswear scene since he first launched his namesake brand in 2015, shortly after graduating from Central Saint Martins. He's pushed for more gender fluidity through his designs, and in turn has become one of the hottest designers on the London Fashion Week circuit, while he has even taken on Savile Row, collaborating with Huntsman on a collection of suits and jackets that breathed new life into traditional formalwear.
Now Fletcher, who is based in South London and has also designed for some of the world’s best-known houses including Louis Vuitton, Lanvin and JW Anderson, has been appointed the first ever creative director of Royal Ascot. Fletcher's new role marks a significant change in the history of the more than 300-year old racecourse. For Royal Ascot 2024 Fletcher, who continues to helm his own label, will be responsible for the creation of the annual Lookbook and Millinery Collective.
These two curated editorials aim to entice racegoers to get lost in the fashion of it all. It's a blueprint for how racegoers ought to dress. Both will be released in the lead up to the 2024 summer season. "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," Fletcher said, upon his appointment. "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."
Royal Ascot was founded by Queen Anne in 1711, and the racecourse has become a signifier for the Great British Summer. The late Queen Elizabeth II was a regular on race day, while the rest of her family have followed suit. In 2012 Royal Ascot officially launched its Style Guide to racegoers outlining dress code regulations for the Royal Enclosure and Queen Anne Enclosure.
And sure there are still strict dress codes to follow, but that doesn't mean you can't have some fun with them. And that's exactly what Fletcher wants. "“Self-expression and the joy of dressing up for a day at the races has always been at the heart of Ascot," says Alexandra Bertram, Brand and Creative Lead, 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."
And it's a sign of change down at Ascot. It's been a slow-burner, but the way in which people are dressing at the world-famous racecourse has altered in recent years. Jumpsuits were accepted from 2017 and navy morning suits were permitted in the Royal Enclosure from 2021. With Fletcher's help, the rules might just be tweaked even more.
Become a Gentleman’s Journal Member?
Like the Gentleman’s Journal? Why not join the Clubhouse, a special kind of private club where members receive offers and experiences from hand-picked, premium brands. You will also receive invites to exclusive events, the quarterly print magazine delivered directly to your door and your own membership card.
