Royal Ascot's annual Millinery Collective gets an artsy new spin

• The collection comes under guidance of British fashion designer Daniel Fletcher 
• READ MORE: Royal Ascot unveils gender-fluid Lookbook created by designer Daniel Fletcher

The Royal Ascot is the anticipated society event of the summer, typically touted for its sophisticated, strictly upkept fashion code.

But under the guidance of British fashion designer Daniel Fletcher, the event’s first Creative Director, it has been leaning into a more artful aesthetic.

And it has now unveiled its Royal Ascot Millinery Collective – originally conceived as an inspirational guide for racegoers to explore the global world of hat design, drawing inspiration from bygone eras as well as innovative techniques and materials – under his reimagined, more avant-garde influence.

This year’s offering showcases a diverse array of designers from around the globe, spanning from Dubai to New York, London to Ireland.

It aims to spotlight and support the millinery industry’s finest creatives and features 12 bespoke hats crafted by industry veterans and emerging talents.

The Royal Ascot is the anticipated society event of the summer, typically touted for its sophisticated, strictly upkept fashion code. Pictured, Nikole Tursi’s design

Renowned talents including Stephen Jones OBE, Awon Golding, Noel Stewart, Edwina Ibbotson, and Alison Tod – who have previously worked with royalty as well as celebrities including Rihanna and Beyoncé – feature alongside more emerging talents.

Newer and international designers such as Evetta Petty, Rafa Peinador, Nikole Tursi, and Evelyn McDermott are also on the roster.

The chic photoshoot to capture this year’s collection also embraced a more high-fashion approach with theatrical lighting and stylish imagery captured by David Vail.

The hats on offer range from a gravity-defying red wide brim design surrounded by scarlet feathers to an admiral-style inspired number.

Elsewhere, one features a simple floral touch with white rose decor, whereas a more experimental headpiece wraps around the whole face.

‘It’s been a huge privilege for me to work with some of the world’s best milliners on this year’s Royal Ascot Millinery Collective,’ Daniel Fletcher said.

‘Hat design is a unique art, and each of the 12 milliners has brought something different through the pieces they have created.

‘Bringing together some of Britain’s most famed milliners with emerging talent, and designers from around the world has resulted in a beautiful collection to inspire racing style for the summer season.

This year’s offering showcases a diverse array of designers from around the globe, spanning from Dubai to New York, London to Ireland. Pictured, Evelyn McDermott’s design

It aims to spotlight and support the millinery industry’s finest creatives and features 12 bespoke hats crafted by industry veterans and emerging talents. Pictured, Evetta Petty’s design

‘It was incredibly important for me to incorporate the work of emerging designers who are leading the way in this field, and I love the innovative and unexpected twist they have added to the overall look and feel of the collection.’

Elsewhere, Ascot Racecourse brand and creative lead Alexandra Bertram added that this year’s collective ‘really represents a new approach’.

‘Alongside his first Royal Ascot Lookbook launched in March, I cannot think of a better place for the most trusted source of style inspiration for this summer’s social season,’ she continued.

‘It’s always such a pleasure to work with such talented milliners and to understand how each design is turned into reality.

‘There is such a rich history to hat wearing, and there isn’t another occasion on earth quite like Royal Ascot, where hats are such an iconic part of the landscape.

‘Whether it’s a top hat or a finely crafted piece of millinery art, it’s a total joy to see people feel their very best.’

Renowned talents including Stephen Jones OBE, Awon Golding, Noel Stewart, Edwina Ibbotson, and Alison Tod – who have previously worked with royalty as well as celebrities including Rihanna and Beyoncé – feature alongside more emerging talents. Jess Collett’s design pictured

Rafa Peinador’s design pictured. Newer and international designers such as Evetta Petty, Rafa Peinador, Nikole Tursi, and Evelyn McDermott are also on the roster

Under the guidance of British fashion designer Daniel Fletcher, the event’s first Creative Director, it has been leaning into a more artful aesthetic. Edwina Ibbotson’s design pictured

It comes as, earlier this year – for the first time in its 313-year history – Royal Ascot  published an 84-page Lookbook, under the guidance of Daniel Fletcher, who says a ‘lifelong fascination with British heritage, and the stylish characters one might find at the racecourse’ helped him create five different edits.

The 33-year-old designer, who has dressed the likes of Emma Corrin, Ncuti Gatwa and Nick Jonas, crafted a series of edits – Best of British, New Guard, Conscious, Luxury and Tailoring – for the race event in June, with outfits including dresses with ties, frilled shirts for men and a look described as ‘Grandpacore’.

In the Best of British Edit, there’s also multi coloured stripes inspired by the silks worn by jockeys at the races.

Daniel is known for his classically tailored silhouettes and modern gender-fluid clothes; his Spring/Summer 2023 collection included corset designs for both men and women.

And there’s a corset in his Royal Ascot collection, worn over, instead of under as is tradition, a gown.

The Cheshire-born designer, whose first customer was Harry Styles, said of Royal Ascot’s latest fashion direction: ‘I wanted to bring a fresh take on fashion at the races and the magical world of occasion dressing.

Awon Golding’s design pictured. This year’s collection aimed at showcasing Daniel Fletcher’s new direction for the event

‘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.

‘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.’

The Conscious Edit features designs by the likes of Stella McCartney and Vivienne Westwood and encourages race-goers to buy ethical designs or opt for vintage garments and hired items.

The Central Saint Martins graduate 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.

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

Pictured: Jane Taylor’s design. This year’s collection took a more artful direction towards the designs

Stephen Jones’s design pictured. The photoshoot captured the more experimental approach to fashion at the event

Alison Tod’s design pictured. The photographs aimed to highlight the artistry of the hats in the collection

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

Of his latest appointment, 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!’

There’s no change to the official Royal Ascot Dress Code, which operates in the Royal Enclosure, Queen Anne Enclosure and Village Enclosure.

Noel Stewart’s design pictured. The hats ranged from more classic silhouettes to experimental designs

Carol Kennelly’s design pictured. As always, feathers were featured as a staple favourite at the event

Alexandra Bertram, brand and creative lead at Ascot Racecourse: ‘While these dressing rules remain unchanged for 2024, the fresh take from Daniel Fletcher’s signature style and incredible vision has lifted this year’s Lookbook to new heights.

‘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.’

Royal Ascot takes place from June 18th to June 22nd, with tickets from £35 per person.

Royal Ascot takes place from Tuesday 18th to Saturday 22nd June 2024 with tickets starting from £49 per person.

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