The countdown is on - Cheltenham Festival 2025 is just around the corner! Let Oliver Brown’s Cheltenham style guide be your go-to resource for mastering race-day elegance.
From the 11th to the 14th of March, get ready to immerse yourself in the thrill of Cheltenham Festival, where world-class racing meets impeccable style. Whether you’re a racing connoisseur or planning your first visit, we’ve got everything you need to make an impression at the races.
What’s so special about Cheltenham?
The Thinker after winning the 1987 Cheltenham Gold Cup - Image from Sporting Life
The Cheltenham Races date back over two hundred years, with the first race ever recorded taking place in 1815, which was in fact a flat race that took place on Nottingham Hill. Three years later in 1818, racing began to unfold on the rolling hills of Prestbury Park - the racecourse that we know today.
Over the years, Prestbury Park has become one of the world’s most prestigious horse racing locations, drawing enthusiasts from across the globe. With elite jockeys fighting to take home the Cheltenham Gold Cup, the festival is renowned for its unparalleled excitement and electric atmosphere.
However, Cheltenham Festival is far more than a showcase of world-class horse racing; it’s a cornerstone of British culture. Renowned for its sartorial sophistication, it calls for hundreds of thousands attendees to embrace classic British style - from tweeds to trilby hats, Cheltenham provides the perfect stage to display your fashion prowess.
What’s the dress code?
As the Jockey Club notes; “Cheltenham has no official dress code but encourages guests to dress smartly to fit the occasion”. Thus, while the Cheltenham Festival does not enforce a strict dress code, there are clear expectations of elegance and appropriateness. It’s also always important to consider the weather, as we all know that British March is never guaranteed to promise sunshine.
Here’s what you need to know:
Yes, please:
-
Tailored suits
-
Tweed and muted colours like navy, tan or green. Remember - less is more.
-
Overcoats
-
Practical yet polished footwear.
-
Accessories (those that are appropriate - flat caps, trilby hats, umbrellas)
No thank you:
-
Sporting tops or casual jerseys.
-
Trainers or overly casual shoes.
-
Fancy dress
Looking ahead for Cheltenham 2025, the style forecast expects to see the usual trends; tailored suits, overcoats and tweeds. For the slightly colder weather, layering will be essential, so consider a sleek overcoat paired with scarves and gloves for warmth. An umbrella is always a good idea should the rain make an appearance.
Tweed, checks, and subtle patterns continue to be popular choices every year, adding a country-inspired flair. Footwear should adapt to the unpredictable weather, balancing style and comfort throughout the event.
Our personal recommendations from the Oliver Brown wardrobe are;
The Matching Tweed Suit
For a foolproof choice at Cheltenham, opt for a matching tweed suit. Oliver Brown’s Eaton Jacket is crafted out of our exclusive Nailhead Tweed, a masterpiece cloth designed by our bespoke department featuring a custom pattern inspired by the Scottish countryside. Sourced from Lovat Mill in the Scottish Borders, our tweed blends British Cheviot wool and fine merino worsted for durability and comfort. The classic-fitted Eaton jacket style, paired with matching pleated trousers, will ensure a timeless look you’ll be wearing at Cheltenham and elsewhere for many years to come.
The Separates
If you prefer to mix and match your tweeds, our range of separates offers versatile options. Choose from our Eaton jackets crafted in a variety of tweeds including our classic Ayr style. Our collection of tweeds have each been inspired by the rich colours of the Scottish countryside and named for the rivers that nourish the Caledonian wildlife. To complete the look, pair the tweed jackets with out Tattersall Check Shirt in Caramel and Navy for a traditional Cheltenham look.
Pair your jacket with our selection of corduroy trousers, available in both heavyweight and luxurious lightweight options. Embrace rustic style with our Heavyweight Olive Green Corduroy Trousers, crafted from 100% cotton for warmth and comfort. For a more casual look, opt for our Needlecord Jeans in Navy or Loden, a versatile staple in any gentleman’s wardrobe.
The Covert Coat 
The covert coat, originating in the late 19th century for hunting and riding, remains a gentleman's staple. Oliver Brown's Navy covert coat, crafted from 100% British wool, is ideal for Cheltenham. Lightweight and fully lined, it features classic details like a notch lapel and three flap pockets. It's also available in Olive.
Layering with a coat or tweed suit, accessories such as a trilby, flat caps and umbrellas are recommended.
Another thing to note is that race day etiquette is just as important as the fashion. When placing bets, be orderly and always respect personal space in the busy crowds. Always keep alcohol consumption in check, and remember to applaud wins with grace. Above all, show respect for the horses, the sport and fellow attendees to fully embrace the Cheltenham experience.
Shop our Cheltenham 2025 Edit here. Browse our full online collection here, or visit us in-store for a fitting, where our experts will ensure that your ensemble is tailored to perfection.