The annual Cheltenham Festival announces a transformation from Ladies Day to Style Wednesday, focusing on a more inclusive and sustainable approach to fashion.
The annual Cheltenham Festival, a major event in the horse racing calendar, has seen a significant shift in its approach to fashion, particularly on its second day, traditionally known as Ladies Day. The festival, renowned for its vibrant atmosphere and high-fashion displays, is rebranding this special day to ‘Style Wednesday’ as of 2025, marking a new chapter in its celebration of fashion.
The roots of Ladies Day can be traced back to the 1830s when Queen Victoria made headlines for her stylish hat at Royal Ascot. This tradition has persisted over the decades, with women often dressing in designer outfits for this highly anticipated occasion. Previously, many attendees meticulously planned their attire months in advance, aiming to capture the attention of not only fellow attendees but also the cameras of invited celebrities and media.
However, Cheltenham organizers have recognized a need for evolution in society’s fashion landscape. While the term Ladies Day has been a staple for generations, it quietly phased out from official usage in 2018. The festival’s rebranding to Style Wednesday aims to promote a more inclusive and sustainable approach to fashion among racegoers. The shift includes the cancellation of the prestigious Best Dressed competition, focusing instead on the festival’s ‘Slow Fashion’ awards.
Speaking on the changes, a Cheltenham Racecourse spokesperson remarked, “This includes re-wearing outfits they already have in their wardrobes, purchasing timeless garments to wear again and again and also buying from retailers specializing in pre-loved clothing.” The spokesperson further emphasized the importance of giving attendees the freedom to dress in a style that makes them feel comfortable and confident, remarking that it is “about giving people a choice.”
The current direction of inclusivity is a deliberate move from earlier practices, where a smart dress code was expected—often including suits for men and elegant dresses for women, while jeans and trainers were typically avoided. However, in a bid to foster a more welcoming atmosphere, the dress code was relaxed in 2023. Kevin Truesdale, chief executive of the Jockey Club, stated, “Horse racing has always been a sport enjoyed by people from all different backgrounds, and it’s really important to us to be accessible and inclusive.”
As part of the transformation for Style Wednesday, the Slow Fashion Awards will reward participants who display creativity while also prioritizing sustainable choices in their outfits. Contestants are required to have their photographs taken against an official backdrop and complete a digital questionnaire outlining how their clothing reflects sustainable practices. Awards will honor those who embrace vintage, borrowed items, and timeless pieces that could be worn for generations.
Participants in the awards can look forward to rich prizes, including jewelry valued at £4,000, a luxurious stay at the five-star Ellenborough Park in the Cotswolds, and tickets to Ladies Day at Epsom in 2025. The festival’s focus on sustainability aligns with current trends in the fashion industry while maintaining the celebratory spirit of the event.
The changes introduced at Cheltenham Festival indicate a wider shift within the fashion space and event culture, reflecting a growing appreciation for individuality, sustainability, and inclusivity in public spectacles.
Source: Noah Wire Services
