Of course, not everyone has a wardrobe filled with beautiful pieces on just the right side of worn (and as we all know – decade-old Celine looks a lot better than decade-old Zara) but Cheltenham is a great opportunity to build a creative stylish outfit from the coat up. Hence why the Royals – with their legions of occasion coats – are usually the stars of Cheltenham. 

“Oh, it’s much more interesting than Ascot fashion-wise,” says Jade Holland Cooper, the founder of Holland Cooper – a brand that has become a favourite with the Duchess of Cambridge. “Cheltenham fashion is a fusion of fantastic cuts, great tailoring and heritage checks – an aesthetic Britain does better than anywhere else.” Melissa Twigg

The warm but interesting coat 

More than any other item, your coat is the showpiece of your outfit. At this time of year, when most attendees are unlikely to take coats off during the day, it should be chosen with the same care that you might take when selecting a dress for Royal Ascot. Follow the lead of the Royals and go for a wool coat which falls below the knee. The silhouette depends on your body shape and the style in which you feel most comfortable, but a caped style, or the kind of double-breasted, tailored coats favoured by the Duchess of Cambridge are always an elegant, timeless choice. Prints should be of the classic heritage variety – think tartan or houndstooth. When it comes to colour, steer clear of black, which is a tad sombre for the occasion. Go for something bolder instead, like emerald green or a rusty orange. If you’re more comfortable in neutrals, consider muted shades of brown, khaki and caramel. Tamara Abraham