Today, for the first time in its 300+ year history, Ascot Racecourse has announced the appointment of its first-ever Creative Director, with the much-celebrated British fashion designer Daniel Fletcher being appointed for 2024.

Taking the helm of this year’s style direction for Royal Ascot 2024, Daniel 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 on 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, Daniel 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 at Ascot Racecourse, said, “Self-expression and the joy of dressing up for a day at the races have 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 18th to Saturday 22nd June 2024, with tickets starting from £35 per person if booked before midnight on 29th March 2024.

About Daniel Fletcher
Daniel Fletcher is a London-based fashion designer who, after graduating from Central Saint Martins in 2015, launched his eponymous label DANIEL w. FLETCHER.

Originally from the North West of England, Fletcher has designed for some of the world’s most prestigious houses, including Louis Vuitton, Lanvin and JW Anderson and held the role of Artistic Director for Italian label Fiorucci between 2019 and 2023.

DANIEL w. FLETCHER was nominated for the LVMH prize in 2017, was a winner of the European Semi-Final of the International Woolmark Prize and was named Breakthrough Designer of The Year in the 2020 GQ Men of The Year Awards.

After many successful seasons showing his collections on the London Fashion Week schedule, Fletcher took part in Netflix’s ‘Next In Fashion’ series which saw him make it to the final.

Fletcher produces deeply personal collections that explore British heritage with a focus on tailoring, casual luxury and sustainability.

Photography by Morgan Hill Murphy.