Ascot unveils its annual Royal Ascot Millinery Collective, reimagined by the event’s first Creative Director, British Fashion Designer Daniel Fletcher.
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, the 2024 Royal Ascot collection features 12 bespoke hats crafted by industry veterans and emerging talents.
Curated by Daniel Fletcher, this year’s Collective 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.
Among the roster are emerging and international milliners such as Evetta Petty, Rafa Peinador, Nikole Tursi, and Evelyn McDermott, known for their innovative crafting methods, designs, and sustainable practices. Established names including Stephen Jones OBE, Awon Golding, Noel Stewart, Edwina Ibbotson, and Alison Tod, renowned for their traditional practices and extraordinary designs, have previously adorned the heads of royalty and celebrities like Rihanna and Beyoncé.
The campaign imagery was captured by renowned photographer David Vail, who collaborated with Fletcher to create this year’s Millinery Collective. This showcased a stripped back and contemporary approach to millinery through its inspired use of lighting and portraiture format, which focused on the hat, and the incredible artistry behind them.
Daniel Fletcher, creative director for Royal Ascot: “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. 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. 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.”
Alexandra Bertram, brand and creative lead, Ascot Racecourse: “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.
“This year’s collective really represents a new approach under the creative direction of Daniel Fletcher. 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!”
Royal Ascot takes place from Tuesday 18th to Saturday 22nd June 2024 with tickets starting from £49 per person.
