Ascot appoints Daniel Fletcher as its first-ever Creative Director

In its 300 year history, Ascot Racecourse has never appointed a Creative Director, until now. British fashion designer Daniel Fletcher is taking the helm at the event of the season to ensure it continues to represent the "pinnacle of summer occasion dressing".

Daniel Fletcher is a London-based fashion designer, who, after graduating from Central Saint Martins in 2015 launched his eponymous label DANIEL w. FLETCHER. Fletcher has since designed for some of the world’s most prestigious houses including Louis Vuitton, Lanvin, JW Anderson and Fiorucci.

For Royal Ascot 2024, which takes place from 18-22nd June, Fletcher 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 world of fashion.

The aim? 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.

Daniel Fletcher 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, added: "Self-expression and the joy of dressing up for a day at the races has 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.

"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."