Synonymous with individual style and setting sartorial trends, this year’s 10th Anniversary Royal Ascot Style Guide also celebrates sustainability and the art of conscious shopping as it launches for 2021 in association with Swiss watch brand Longines. 

To advise and inspire guests with what to wear to the Royal Meeting this June, we have put together a celebration of British brands, paying homage to the incredible talent and style found across the nation, as well as established international names. 

This annual celebration of contemporary and traditional style will be one of the first occasions where Britain can get dressed up and we anticipate this year’s fashions will be more eye catching and imaginative than ever. However, we are keen to demonstrate to racing followers around the world that the Royal Meeting is about looking your best – and that doesn’t necessarily mean you have to buy something brand new. 

Garments sourced from charity shops, nearly new boutiques, vintage emporiums and resale websites can be found throughout the Style Guide alongside British and sustainable fashion labels. Innovative millinery remains the crowning accessory for the Royal Meeting and for gentlemen, classic tailoring, light summer suits and ties in pastel shades come to the forefront of formal wear.