Royal Ascot wakes up! Prestigious racecourse appoints celebrity-favorite designer who encourages men's corsets and describes gender-specific clothing as a 'fun idea' as its first-ever creative director

For the first time in its 313-year history, Ascot Racecourse has announced the appointment of a creative director.

British fashion designer Daniel Fletcher, 33, will be responsible for creating the annual Lookbook and Millinery Collective in 2024, which set the style tone for the year and often inspired the outfits of racegoers.

He is known for his classically tailored silhouettes and modern, gender-fluid clothing; his spring/summer 2023 collection included corset designs for both men and women.

The Cheshire-born designer, whose first client was the eccentric Harry Styles, told the story GQ in 2023: 'The idea of ​​a piece of clothing being for a specific gender is so funny.

'I understand that something like a bra is designed for functionality, but when it comes to a shirt, why would we apply gender to something like that? And for me the same goes for the corset.'

Former One Direction member Harry, 30, whose style included jumpsuits, feather boas, skirts and dresses, became Daniel's first customer after purchasing all the boxy short-sleeved shirts from the designer's graduate collection in 2015.

“Harry had a huge impact on my career,” Daniel admitted GQ in 2020. 'At 24 years old, I couldn't believe what was happening.'

Since then, the designer's career has gone from strength to strength, with A-listers including James McAvoy, Robert Pattinson, Eddie Redmayne, Emma Corrin and Emerald Fennell wearing his looks.

The Central Saint Martins graduate has also 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 winner of the European semi-final of the International Woolmark Prize and was named Breakthrough Designer of The Year at the 2020 GQ Men of The Year Awards.

After many successful seasons showing his collections at London Fashion Week, Daniel took part in the Netflix series 'Next In Fashion', making it to the finals.

The Cheshire-born designer, whose first client was the eccentric Harry Styles, told GQ in 2023: 'The idea of ​​a garment being for a specific gender is so funny'

He is known for his classically tailored silhouettes and modern, gender-fluid clothing; his spring/summer 2023 collection included corset designs for both men and women (pictured)

Speaking about his latest appointment, Daniel said: “I am delighted to have been appointed as Ascot's first Creative Director and to have thrown myself into the new role.

'I'm keen to showcase the racecourse's rich heritage whilst embracing its 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 opportunity than Royal Ascot!

“I'm super excited to unveil the next evolution in the world-renowned brand's style direction and can't wait for the vision to become a reality.”

Alexandra Bertram, Brand and Creative Lead for Ascot Racecourse, said: 'Self-expression and the fun of dressing up for the day at the races have always been at the heart of Ascot.

'2024 marks an incredibly exciting chapter for us and we are delighted to appoint Daniel Fletcher as Creative Director.

Former One Direction member Harry, 30, whose style included jumpsuits, feather boas, skirts and dresses, became Daniel's first customer after purchasing all the boxy short-sleeved shirts from the designer's graduate collection in 2015.

Since then, the designer's career has gone from strength to strength, with A-listers including James McAvoy, Robert Pattinson, Eddie Redmayne, Emma Corrin and Emerald Fennell wearing his looks.

The Central Saint Martins graduate has also 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.

'Royal Ascot style transcends simply dressing for the races and Daniel brings a fresh, authentic aesthetic that perfectly reflects our passion for individuality and personal style.

'Working closely with Daniel, we will serve the diverse Ascot audience with their incredible range of styles and varied shopping habits, from second-hand to couture.

“He has a deep understanding of the Ascot brand and we can't wait to work closely together to create hero moments in the run-up to Royal Ascot and beyond.”

The Royal Ascot confirmed that the dress code will remain unchanged in 2024. It operates in the Royal Enclosure, Queen Anne Enclosure and Village Enclosure.

Royal Ascot takes place from Tuesday 18 to Saturday 22 June 2024 with tickets from £35 per person if booked before midnight on 29 March 2024.

After many successful seasons showing his collections at London Fashion Week, Daniel took part in Netflix's 'Next In Fashion' series, where he made it to the finals.