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Fashion Trends at Cheltenham 2024

Fashion Trends at Cheltenham 2024

Explore all of the exciting trends at the 2024 Cheltenham Festival with Augustine Jewels!

Fashion Fever at the Cheltenham Festival

The Cheltenham Festival isn't just about thrilling horse races and the electrifying atmosphere; it's also a catwalk for fashion enthusiasts to showcase their elegance. With attendees wearing their finest attire, the festival has become synonymous with chic and sophisticated fashion statements. Let's delve into the latest fashion trends that graced the event this year.

Timeless Elegance:

Classic pieces never go out of style, and at the Cheltenham Festival, they're extremely popular. Attendees opt for timeless elegance with tailored tweed suits, elegant dresses, and sophisticated accessories. Tweed jackets paired with knee-length skirts or trousers show refined sophistication, while delicate dresses adorned with subtle embellishments make a timeless statement.

Our Aurora Drop Earrings were a huge hit with everyone at the Augustine Jewels stand! Especially our Blue Topaz, London Blue Topaz and Peridot 5 Drops!

Aurora 5 Drop Earrings Blue Topaz, London Blue Topaz and Peridot, from £490

Bold Hues and Prints:

While tradition holds a significant place at the Cheltenham Festival, attendees aren't afraid to use a splash of colour into their ensembles. Vibrant hues such as emerald green, royal blue, and deep oranges and reds add a pop of excitement to the classic attire. Floral prints, geometric patterns, and bold stripes also make a statement, adding a modern twist to traditional silhouettes.

Ever popular, our Como Collection was a highlight for many at Cheltenham - the bright colours are perfect for the coming Spring!

Como Cluster Necklace in Aquamarine, Green Amethyst and Morganite, from £250

Statement Headwear:

No outfit is complete without a statement headpiece at the Cheltenham Festival. From intricate fascinators to oversized hats adorned with feathers and flowers, headwear takes centre stage. Attendees showcase their creativity with unique designs, adding an element of whimsy and glamour to their outfits. Whether it's a classic wide-brimmed hat or an avant-garde fascinator, headwear adds the perfect finishing touch to any ensemble.


Cheltenham usually takes place in March in England, so weather can be unpredictable and cold at times. But fear not because people here have mastered the art of layering. The horse race saw many fancy scarves, tailored coats, and cozy capes that not only keep you warm but also add that extra touch of style to your outfit.

Glamorous Accessories:

At the Cheltenham Festival, accessories are everything! You'll spot attendees sporting statement jewellery, from sparkling earrings to chunky ring, adding a touch of glamour to their ensembles. Handbags are another essential accessory, with chic clutches and stylish totes complementing outfits perfectly. And let's not forget about shoes – from classic riding boots to trendy ankle boots, footwear choices are as varied as the outfits themselves, showcasing individual style preferences.

Inspired by the snowy scenery of the luxury skiing town of Gstaad, our Statement Gstaad Ring attracted lots of attention at the Festival.

Gstaad Statement Wedeln Ring - £5000

Dapper Gentlemen's Attire:

While much attention is often paid to women's fashion, the Cheltenham Festival is also a haven for dapper gentlemen looking to make a statement. Men opt for tailored suits in classic colours like navy, charcoal, and black, exuding sophistication and refinement. Crisp dress shirts, complemented by stylish ties or bowties, complete the look with polished flair. And of course, no ensemble is complete without a dashing overcoat or trench coat to fend off the brisk March air.

Fashion-forward Youth:

Younger attendees at the Cheltenham Festival bring their own unique flair to the fashion scene, showcasing the latest trends with confidence. From trendy streetwear-inspired looks to preppy ensembles with a modern twist, teenagers embrace individuality and self-expression through their fashion choices. Bold logos, statement sneakers, and quirky accessories add a youthful edge to the sartorial landscape, reflecting the dynamic energy of the next generation of fashion enthusiasts.

Rosie Tapner stopped by our stand during our time at Cheltenham to try on our Aurora Statement Ring! It was the perfect addition to her outfit!

Aurora Statement Ring - £4500

Social Media Influence:

In today's digital age, social media plays a significant role in shaping fashion trends, and the Cheltenham Festival is no exception. Attendees take to platforms like Instagram and TikTok to document their outfits, sharing style inspiration with followers worldwide. Fashion influencers and celebrities also contribute to the festival's fashion narrative, showcasing their own interpretations of race-day attire and influencing the sartorial choices of their followers.

Beauty Beyond Fashion:

While fashion takes centre stage at the Cheltenham Festival, beauty trends also play a significant role in completing attendees' looks. Women opt for polished hairstyles ranging from sleek updos to cascading curls, perfectly complementing their chic ensembles. Makeup choices vary from natural, dewy looks to bold statements with vibrant eyeshadows and dramatic lip colours. Men pay attention to grooming, sporting well-trimmed beards and immaculately styled hair, adding a touch of sophistication to their race-day attire.

Influential Designers:

Behind the scenes, renowned fashion designers play a crucial role in shaping the sartorial landscape of the Cheltenham Festival. From established luxury labels to emerging talents, designers create bespoke pieces and ready-to-wear collections specifically tailored for the event. Their creations blend traditional craftsmanship with contemporary design elements, offering attendees an array of options to express their personal style while staying true to the event's refined aesthetic.

We couldn't resist including another shot of our Aurora Statement Ring! So many visitors to our stand were intrigued by the design and the opportunity for Bespoke Projects!

Learn more about the Aurora Statement Ring and it's Bespoke potential here!

Cultural Influences:

The Cheltenham Festival attracts attendees from diverse cultural backgrounds, each bringing their own unique fashion influences to the event. From traditional attire reflecting cultural heritage to modern interpretations infused with global trends, the festival serves as a melting pot of styles and traditions. Attendees draw inspiration from their cultural roots, incorporating elements such as vibrant colours, intricate patterns, and ornate embellishments into their race-day ensembles, creating a visually captivating tapestry of diversity and inclusivity.

Fashion Forward Hospitality:

Beyond the racetrack, hospitality areas at the Cheltenham Festival offer a glimpse into the world of luxury fashion and lifestyle. VIP enclosures and hospitality suites boast opulent decor, where attendees indulge in gourmet dining experiences and exclusive entertainment while dressed to impress. Fashion brands and luxury retailers often collaborate with event organisers to curate bespoke experiences, showcasing the latest collections and offering personalised styling services to discerning guests.

Evolution of Trends:

As the fashion landscape continues to evolve, so do the trends at the Cheltenham Festival. What was once considered avant-garde may become mainstream, and traditional styles may undergo modern reinterpretations. Attendees embrace the ever-changing nature of fashion, adapting their looks to reflect current trends while staying true to their personal style preferences. With each passing year, the Cheltenham Festival remains a dynamic platform for fashion experimentation and innovation, ensuring that attendees always stay one step ahead of the style curve.

In conclusion, the Cheltenham Festival transcends its reputation as a world-class horseracing event to emerge as a global fashion phenomenon. From vintage-inspired elegance to modern trends influenced by social media and cultural diversity, the festival's fashion landscape reflects the rich tapestry of styles and influences present in today's society. As attendees converge to celebrate horseracing excellence and showcase their sartorial creativity, the Cheltenham Festival continues to captivate fashion enthusiasts worldwide, setting the stage for new trends and style innovations with each passing year.

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