Royal Ascot racegoers urged to think outside the hat box
Royal Ascot has revamped its style guide for hats after finding that racegoers are no longer taking as many risks with their headwear.
This year’s Millinery Collective – Ascot’s guide to inspire racegoers as they choose a hat – has been overhauled for the first time in nine years.
It is hoped the guide will help attendees choose more extravagant hats, amid fears they are daunted by the idea because they are becoming less accustomed to formal dress codes.
Organisers said that with the growth of “athleisure”, wearing sports clothes worn as casual wear, racegoers have been “playing it safe”.
While fascinators and headbands have grown in popularity, organisers have stressed that wearing a full hat is “special”.
Organisers have drafted in Daniel Fletcher, Ascot’s first creative director, who has curated 12 detailed designs in the annual hat style guide.
It comes after racegoers were told in March that they can follow the dress code “they feel most comfortable with”.
However, the meeting’s famed formal rules remain the same, which for many women conjures the image of the traditional ensemble – a dress, heels and a hat – and for men a full-length suit, tie and a top hat.
In the Royal Enclosure women must wear a dress or skirt that falls below the knee or a trouser suit of matching material and colour, with a hat. Men must wear morning dress.
Other areas have their own rules, and even in the Windsor Enclosure where there is no official dress code attendees are encouraged to dress in smart day wear where a hat is encouraged.
Royal Ascot will take place between June 18 and June 22.
Alexandra Bertram, Ascot’s brand and creative lead, told The Telegraph. “Occasion dressing and our famous dress codes can sometimes feel daunting, particularly if you haven’t attended the Royal Meeting before.
“One of the things that makes Royal Ascot so special is that people can really embrace self-expression and creativity, dressing in a way they wouldn’t day-to-day,” she said.
“A huge amount of thought and effort goes into planning an outfit for Royal Ascot and I think this is evident in the broad array of headwear styles we see at the racecourse, ranging from hats, headbands, and fascinators.
“I don’t think any particular styles are more popular than others but what I will say is there is something quite special about being able to wear a hat.”
A source close to the organisers said this year was “about being a bit more creative about how you dress” because “people do get a bit scared and play it safe ... the trend at the moment when people go out is dressing down”.
The latest Millinery Collective includes work from established designers such as Stephen Jones OBE, Awon Golding, Noel Stewart, Edwina Ibbotson and Alison Tod, who have crafted for the likes of royalty and celebrities such as Rihanna and Beyoncé.
But it also includes “a multicultural roster”, with “diverse” designers from Dubai to New York, London to Ireland, Ascot said.
This includes “emerging and international milliners such as Evetta Petty, Rafa Peinador, Nikole Tursi, and Evelyn McDermott” and “all designers focused on creating and sourcing as ethically and sustainably as possible, minimising waste wherever they can”.
The moody, shaded and intricate designs in the new hat guide strike a markedly different tone to the 2017 version, for example, when models wore more basic styles against bright pink and yellow backdrops.
Cheshire-born Mr Fletcher was announced as Ascot’s first creative director in February, having previously promoted corsets for men and the creative director of Italian fashion house Fiorucci, known for dressing celebrities including Harry Styles and Emma Corrin.
“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,” Mr Fletcher said.
In March, new wording was released for the dress code in the Royal Enclosure, the most exclusive area of the summer racecourse.
A note on the Ascot website states: “Members and their guests must adhere to the guidance outlined on this page, choosing to follow in full a dress code they feel most comfortable with.”
The new lookbook for 2024 racegoers, overseen by Mr Fletcher earlier this year, suggests ways to bend the sartorial rules and embrace a more gender-fluid approach, such as women wearing ties with dresses.