Royal Ascot Unveils 2024 Lookbook Under Creative Direction Of Daniel w. Fletcher

By Charlie Colville

4 months ago

The Lookbook is set to shake things up for racegoers this year


Racegoers have been making their way to Royal Ascot for almost 300 years, pulling out their best dresses, suits and hats for a day of sporting celebration like no other. This year, Royal Ascot makes style history once more with the unveiling of the 2024 edition of its Lookbook, created by the event’s first ever creative director Daniel w. Fletcher. We have all the details.

Royal Ascot Unveils 2024 Lookbook With Daniel w. Fletcher

Over the last few years, Royal Ascot has committed to shaking up its racing style. Last year, organisers scrapped the event’s traditional style guide in favour of a new aspirational Lookbook – and this year, they’ve done one better by bringing on designer Daniel w. Fletcher as Royal Ascot’s first ever creative designer.

Fletcher’s involvement with Royal Ascot was announced not even a month ago, but it seems the designer has been working busily behind the scenes as the 2024 Lookbook has already arrived. Putting his signature spin on occasionwear, Fletcher shines a light on tailoring (with two bespoke suits from his eponymous label) while presenting avenues which racegoers can use to take inspiration for their own Royal Ascot attire.

Comprised of five edits, the Lookbook showcases a range of outfits appropriate for all enclosures, from Royal to Windsor Enclosure. While some edits remain similar to last year’s, such as Luxury and Tailoring, this year also sees the arrival of new segments like New Guard, which showcases rising stars and independent brands including designers from Daniel’s graduating class at Central Saint Martins.

Woman in black dress and big feathered hat | Royal Ascot Lookbook 2024

(c) James Robjant

‘This season, I wanted to bring a fresh take on fashion at the races and the magical world of occasion dressing,’ said Fletcher. ‘Inspiration came from my lifelong fascination with British heritage, and the stylish characters one might find at the racecourse this summer and beyond, whilst also paying homage to the array of styles able to be showcased across each enclosure, as well as my favourite Royal Ascot looks throughout the decades that I discovered during my research delving through the pictorial archives. This includes my signature style of building an outfit based on neutrals and my love of tailoring, which I’ve then juxtaposed with more playful maximalist looks that highlight a sense of British sartorial elegance and the glamour of Royal Ascot.

‘Be it flamboyant or understated, Royal Ascot gives us the chance to embrace the famous dress codes and dress up, encouraging freedom of expression through dressing,’ he continued. ‘For 2024, I want to capture that joy and inspire racegoers to push the boundaries with their own unique style, and to embrace their own creativity.’

What Is The Lookbook?

In 2023, the organisers of Royal Ascot decided to update the traditional annual Style Guide and introduce a new inspirational guide – called the Lookbook – with ideas suitable for the Royal Enclosure, Queen Anne Enclosure and Village Enclosure. The guide is separate from the Official Royal Ascot Dress Code, which remains unchanged, and instead acts as a source of inspiration for racegoers.

‘There is no occasion the world over quite like Royal Ascot where the dress codes are woven into the very fabric of the event,’ commented Alexandra Bertram, brand and creative lead at Ascot Racecourse. ‘While these dressing rules remain unchanged for 2024, the fresh take from Daniel w. Fletcher’s signature style and incredible vision has lifted this year’s Lookbook to new heights. Royal Ascot style transcends simply dressing for the races and the array of looks Fletcher has curated brings an authentic aesthetic which perfectly mirrors Ascot’s passion for individuality and personal style. From quintessentially “Royal Ascot” looks that embody our sartorial heritage, through to the playful elegance of vintage dressing and relaxed formalwear, there’s a look that speaks to every style generation across every enclosure.’

The Royal Ascot Lookbook 2024

People dressed up in smart clothing

The Best Of British Edit

As its name suggests, this section of the Lookbook showcases the work of homegrown talent while also paying tribute to Fletcher’s career and longtime fascination with British heritage. This is one of the more playful edits to come out this year, and is comprised of clashing stripes, doll-like silhouettes, fun accessories and sugary hues.

The brands featured include Huntsman and Emilia Wickstead, as well as a bespoke look designed specifically by Fletcher for Ascot with multi coloured stripes inspired by the silks worn by jockeys.

People dressed up in smart clothing

The New Guard Edit

As mentioned, the New Guard edit is dedicated to the next generation of independent designers, paying tribute to Fletcher’s Central Saint Martins peers. The edit includes items by the designer’s fellow classmates WED Studios, Chopova Lowena and Stefan Cooke, who give occasionwear a new, modern look.

Man and woman in smart dress

The Conscious Edit

Bringing back last year’s focus on sustainable alternatives for racing attire, the Conscious edit presents fashion choices that span from environmentally driven labels like Vivienne Westwood and Stella McCartney to vintage and hired pieces. Fletcher also made a suit for the edit using a deadstock lightweight tweed, creating a garment that was made and sourced locally to reduce carbon footprint.

Man and woman in smart clothing | Royal Ascot Lookbook 2024

The Luxury Edit

The Lookbook’s most glamorous edit is undoubtedly Luxury, which features rich designs, ooulent fabrics and some of the world’s most celebrated designers – think Missoni, Zimmermann and Marc Jacobs. Each designer was personally chosen by Fletcher for their high-fashion credentials.

Man and woman in tailored clothing

The Tailoring Edit

And what would Royal Ascot be without the tailoring? Fletcher happily leaned into this edit with fresh ideas on how to incorporate a classic top hat and tails into raceday dressing. Showcasing a range of suiting options, from relaxed to razor-sharp, the edit brings together both high street (namely Moss and LK Bennett) and bespoke (here, Fletcher turned to Savile Row) pieces in a collection of design excellence.

Who Is Daniel w. Fletcher?

Based in London, Daniel w. Fletcher is a prominent contemporary menswear designer who established his eponymous brand in 2015 after graduating from Central Saint Martins. He has design credits with a number of notable fashion houses, including Louis Vuitton, Lanvin, JW Anderson and Fiorucci (for which he acted as Artistic Director between 2019 and 2023).

He’s also dressed a number of famous faces in the entertainment industry, from James McAvoy, Dua Lipa and Robert Pattinson, to Ncuti Gatwa, Nicholas Galitzine and Emerald Fennell. Tou can find out more and Fletcher and his work with Royal Ascot here.

Fletcher shared his thoughts and creative process ahead of the 2024 Lookbook’s unveiling in an interview, which you can watch below:

When Is Royal Ascot 2024?

This year, Royal Ascot will take place between 18 and 22 June 2024. You can find out more about the event, and see the official schedule, at ascot.com

Images courtesy of Royal Ascot (c) James