Gloucestershire businesswoman and fashion designer, Jade Holland Cooper, is a busy woman this month. 'I've literally just got back from Paris Fashion Week — we landed about half an hour ago,' she revealed.
But, fresh from the Parisian runways, Jade's focus is now turning to Cheltenham Festival, which she describes as 'the runway of the country set.'
Jade's luxury clothing brand Holland Cooper — which is predicted to turn over £40 million this year — is once again teaming up with Cheltenham Festival as its official fashion partner for its centenary year, a partnership that has been going strong for more than a decade.
'There's a sort of synergy that runs quite deep. Every year we have embedded ourselves more and more within the race meets and we see more and more clients wearing the brand — Cheltenham Festival is probably the biggest event where we see the most products being worn,' she said.
Many regular racegoers will agree that alongside the action on the racecourse, there is also plenty of anticipation of what people choose to wear to the events. 'The atmosphere is there whatever happens, because it's electric — there's nothing like it. When you layer that feeling with wanting to dress well, allowing people to feel good about themselves, that amplifies the atmosphere.
'We're seeing people planning their outfits up to four months in advance, much like how they would for Ascot, people are thinking of Cheltenham in the same way. Gone are the days where people are ringing up days before, it's become a much more thought-out process.'
Planning to attend every day of this year's racing extravaganza, Jade will undoubtedly be a focus for fashion followers keen to know what styles she chooses to put together to strut throughout the grounds and socialise with celebs.
'To me, it's all about the long coat. They're so elegant, you can't go wrong. You can layer up with something fabulous underneath, pair it with a pair of Holland Cooper boots and that's your outfit done.
'They're a timeless statement piece and you can get them in many different colours, from the very subtle to the very loud and flamboyant. If I were to name one staple piece for this year's event, I would say go for that long trench coat — that's the piece of the moment.'
Holland Cooper's extensive line of womenswear catapulted her into the glittering market of luxury fashion, she's often credited with 'injecting glamour into tweed'.
But the newly established menswear line added to Holland Cooper's catalogue will also be on parade at this year's festival.
'We're dressing lots of great gentlemen there', Jade revealed, but remains tight-lipped on who exactly will be sporting the classic baker boy hats and tailored coats this year. 'The menswear launch sold out over and above our expectations. It's going to be lovely to see Holland Cooper couples walking around during race week.'
The cheers of spectators backing the bookies' favourite will be background noise to shoppers at the Holland Cooper trade stand, which will be open every day throughout the festival. And for those last-minute outfits, the Holland Cooper boutique in Charlton Kings is also open every day in the run up to the races.
Jade continues to point out the trends to look out for this year, referencing the turn to slow fashion — which is being featured at this year's Gold Cup week with the introduction of the Slow Fashion Awards on Style Wednesday.
'I think we're going to see a deeper celebration of heritage fabric. We're seeing it in high fashion; I saw it in Paris a lot. People are really investing in those timeless pieces; those tweed pieces.
'It's lovely that people are investing in slow fashion and in a product that is made in the UK — something that Holland Cooper has been celebrating since day one.'
The countdown to Cheltenham Festival has well and truly begun. Don't miss SoGlos's coverage on the biggest event in the jump-racing calendar, taking place at Cheltenham Racecourse this March 2024.
