“There is nothing quite like Cheltenham”: The ultimate Cheltenham races 2023 style guide with Jade Holland Cooper

Her eponymous brand is the official fashion partner of this year's races

15 Mar 2023, 12:50 GMT

“Cheltenham was actually such a source of inspiration when I first started designing,” Jade Holland Cooper tells Hello! Fashion ahead of this year's world renowned festival, which is often described as the pinnacle of the jump racing season.

Her eponymous brand Holland Cooper clothing is the official ladies fashion partner for Cheltenham 2023, so there’s nobody we’d rather turn to for a race day style guide than its founder. The royal-approved label, which counts the Princess of Wales as a fan, embodies the ‘elevated country-chic’ aesthetic, the epitome of Cheltenham guest style and it also boasts a stylish equine collection for riders.

MORE: Cheltenham 2023: The best dressed guests at the races so far

Jade’s personal brand is now synonymous with her image. She’s amassed a cult following on Instagram that is a bastion of clean cut, Cheltenham-approved fashion along with super cute content of her two children and incredibly impressive family home.

Princess Kate wearing Holland Cooper in Liverpool in January

The races were an integral part of Jade’s journey when building her brand 15 years ago, “I used to look around and think there’s nothing to wear here that makes me feel chic and glamorous, warm and feminine.” If there’s one thing to note from her expertise, it's that dressing for the unpredictable British weather is of the utmost importance, but this doesn’t mean style has to compromise. Statement coats are key, as are flat boots or block heels.

Jade gave Hello! Fashion her ultimate style guide: golden rules for races dressing, Cheltenham vs Ascot style advice and her go-to races look that you can shop now.

What is your go to Cheltenham outfit?

“A classic trench coat, with a roll neck underneath. I really love to wear a roll neck: they look so chic and keep you warm. It's best to pair with either a beautiful flat boot or a block heel since you may be standing on grass, so avoid stiletto heels. Gloves are a must for that extra warmth.”

What advice do you have for dressing for different races eg. Cheltenham vs Ascot?

"There is nothing quite like Cheltenham, it’s the Glastonbury of racing. A very unique, immersive experience unlike Ascot, which is all about the dress. At Cheltenham it’s all about the coat. Go for that statement coat. My go to is our signature trench, they are tailored to perfection, and are available in an array of classic wools and tweeds."

What’s your one golden rule for race day dressing?

"Dress for the weather, and also be comfortable."

How did you start Holland Cooper and why?

"I started the brand 15 years ago at Badminton Horse Trials. Cheltenham was actually such a source of inspiration when I first started designing. I used to look around and think 'there’s nothing to wear here that makes me feel chic and glamorous, warm and feminine'”.

"I saw a gap in the market and realised I don’t need to follow fast fashion, and want to create timeless classics that will last forever. Holland Cooper is now the embodiment of racing style and the various collections now offer something for everyone. I like to cater for a broad range of ages and demographics, especially because at Cheltenham I find we are dressing women of all ages, shapes and sizes: from small accessories like a handbag or wallet to full HC looks."

Jade on day one of Cheltenham 2023

Style advice for somebody who’s never been to the races?

"If you’ve never been racing before, it’s important to think about the weather. It’s often freezing, and you’re outside standing around for long periods of time, so it’s important to dress appropriately. Holland Cooper’s signature style is synonymous with racing fashion. It’s the unofficial dress code for Cheltenham. You can be warm, but you can also look chic and classic and stylish."