Ascot Racecourse has unveiled the 2026 Royal Ascot Handbook: The Art of Dressing Well, a celebration of British heritage, individuality and contemporary style, presented by official Ascot partner Beyond Developments Dubai.
Fronted by British fashion icon and supermodel Erin O’Connor MBE, the campaign is creative director Daniel Fletcher’s third annual guide to Royal Ascot and social season dressing and also marks the announcement of Royal Ascot’s first ever official Colour of the Year: Bright Tomato.
Leading the campaign, Erin O’Connor, a longstanding Royal Ascot attendee, stars on the cover and in a dedicated edit of the campaign titled ‘Think Outside the Box’. Shot within a sculptural box inspired by the Winning Post and positioned across the picturesque Berkshire racecourse, this striking series features standout looks including tailored pieces by Edeline Lee, dresses by Rebecca Vallance and Roksanda, and accessories from Longines, Christian Louboutin and Bucherer, paired with statement millinery from the likes of Emily London, Harvy Santos and Jane Taylor.
O’Connor said: “To be a part of such an iconic fashion campaign is a total honour; I’m always in awe of the creativity and thought that goes into Royal Ascot attire, and how it sets the tone for the summer social season.”
As part of the campaign, Ascot introduces style notes for its inaugural Royal Ascot Colour of the Year: Bright Tomato.
An unapologetically vibrant hue, the shade draws from expert trend forecasting, SS26 runways and the enduring flair of the Royal Ascot crowd. Bright Tomato weaves through multiple edits of the campaign, brought to life in standout bespoke pieces, including a custom hat by Rachel Trevor-Morgan and custom looks by British designers Claire Mischevani and Suzannah London.
Racegoers are encouraged to embrace the colour on Gold Cup Day, which falls on Thursday, June 18.
For women, this may take the form of statement dresses or bold millinery, while men can incorporate the hue through tailoring, ties, pocket squares and subtle accents.
Alongside this, the wider campaign unfolds through a series of creative edits that celebrate the spirit of Royal Ascot style. From ‘Show Us Your Silks’, a playful nod to the bold graphics and colours of jockey silks, to ‘Tell Us Your Story’, a more whimsical, art-led interpretation of raceday moments and rituals such as car park picnics and afternoon tea, each edit offers a fresh lens on occasion dressing.
Daniel Fletcher, creative director of Royal Ascot, added: “Every year at Royal Ascot there is always one trend that stands out as a big hit with butter yellow and periwinkle blue being recent examples.
“For 2026, we’re seeing a distinct shift towards confident, expressive colour with Bright Tomato set to take centre stage as a defining shade in occasionwear, bringing a bold new direction for the Royal Ascot palette.
“That bright orangey-red of a ripe tomato creates an instant feeling of summer joy.”
The concept of this year’s handbook ‘The Art of Dressing Well’ speaks to a celebration of personal expression within the framework of tradition. The Royal Ascot Dress Code remains part of the very DNA of the world-renowned event and maintaining the event’s sartorial standards while allowing greater freedom for personal expression is at the heart of this year’s fashion campaign.
Tom Johnson, commercial director, Ascot, said: “The launch of the Royal Ascot Handbook is always a special moment, marking the beginning of the journey towards the week itself.
“Daniel has once again brought the season’s key trends and styles to life with great flair, and we hope The Art of Dressing Well inspires racegoers to fully embrace the occasion.
“This year’s fashion campaign reflects the evolving style of our audience while celebrating the much‑loved ritual of dressing up – something that remains central to the spirit and identity of Royal Ascot.”
Royal Ascot runs from Tuesday, June 16, to Saturday, June 20, 2026.
Book your tickets here. Only a limited number remain.
View the Royal Ascot Handbook: The Art of Dressing Well in full here.
