Jade Holland Cooper at the Cheltenham Festival 2026
The Cheltenham Festival 2026
The Cheltenham Festival is a significant event in British social and sporting culture, showcasing fashion and horse racing since 1860. This year, the festival commenced on March 10, 2026, and has been eagerly anticipated, especially with the return of Ladies Day after a five-year hiatus. The festival is known for its vibrant atmosphere where fashion and equestrian sport intersect, drawing large crowds and notable figures from various sectors.
Jade Holland Cooper, the founder of the fashion brand Holland Cooper, has been appointed as the official ladies’ fashion partner for the Cheltenham Festival. Her involvement is expected to elevate the fashion standards at the event, as she emphasizes the importance of dressing up for such occasions. “It’s the moment in the week when everyone truly embraces the occasion and dresses up,” Holland Cooper remarked, highlighting the cultural significance of fashion at the festival.
Rachael Blackmore, a prominent figure in the racing world, has been appointed head of Ladies Day. Her leadership is anticipated to bring a fresh perspective to the event, aligning with the Jockey Club’s core objective of attracting more women and girls to racing. Guy Lavender, a spokesperson for the Jockey Club, stated, “Our core objective is to get more women and girls coming racing, which we think we can achieve.” This focus on inclusivity is a significant shift in the traditionally male-dominated sport.
In a bid to enhance the festival experience, the price of a pint of Guinness has been reduced from £7.80 to £7.50, a move that is expected to be well-received by attendees. With an estimated 400,000 pints of Guinness expected to be sold during the festival, this price adjustment could make a substantial difference in the overall enjoyment of the event. Additionally, the price of a bottle of prosecco has been set at £46, catering to those looking for a more upscale beverage option.
The festival has seen fluctuating attendance numbers in recent years, with 218,839 people attending in 2025. However, Ladies Day recorded the lowest crowd figure in a quarter of a century last year, with only 41,949 attendees. The return of Ladies Day this year is seen as a crucial step in revitalizing interest and participation among female attendees, which has been a focal point for the organizers.
The Supreme Novices’ Hurdle race kicked off at 1:20 PM on the first day, setting the stage for a series of thrilling races throughout the festival. The Champion Hurdle, one of the most prestigious prizes in the jumps calendar, is also a highlight that draws significant attention from racing enthusiasts. Observers are keen to see how the festival unfolds, especially with the changes aimed at enhancing the experience for all attendees.
As the festival progresses, public figures like Georgia Toffolo have expressed their enthusiasm, stating, “You certainly won’t miss me on the course.” This sentiment reflects the excitement surrounding the event and the anticipation of a vibrant atmosphere filled with fashion and racing. The festival’s organizers are hopeful that the combination of fashion, sport, and a renewed focus on inclusivity will lead to a successful event.
With the festival now underway, the impact of these changes will be closely monitored by both attendees and officials. The Jockey Club’s initiatives to attract a broader audience, especially women and girls, are expected to shape the future of the Cheltenham Festival. As the event continues, details remain unconfirmed regarding the long-term effects of these strategies on attendance and participation in the years to come.