Marcus Fairfax Fountaine reveals the Cheltenham style rules every racegoer should know (Image: Getty)
With the Cheltenham Festival underway, thousands of racegoers are descending on the famous Gloucestershire course. The horses may be the main attraction, but seasoned attendees, celebrities and the royals know the real spectacle often unfolds beyond the track.
From tailored coats to polished leather boots, Cheltenham has become one of Britain’s most stylish sporting stages. Racegoers plan outfits months in advance, carefully balancing countryside tradition with practical race-day dressing.
According to Fairfax & Favor co-founder Marcus Fairfax Fountaine, there are a few simple rules everyone should follow. That heritage aesthetic sits at the heart of Fairfax & Favor, the Norfolk-based label founded by Marcus and childhood friend Felix Favor-Parker in 2013.
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Marcus Fairfax Fountaine is the co-owner of Fairfax & Favor (Image: Fairfax & Favor)
The brand has quickly become a staple on the racecourse, known for its timeless boots, tailored coats and structured handbags.
Its connection to the racing world was cemented further last year when Zara Tindall, the King’s niece and one of Cheltenham’s most recognisable style figures – was named a brand ambassador in March 2025.
The royal has long worn the label trackside, regularly stepping out in its coats, boots and accessories at major race meetings.
But while Cheltenham fashion is famous for its elegance, Marcus says practicality should always come first.
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Celebrities, royals and racegoers put their best fashion foot forward at Cheltenham Festival (Image: Getty)
“I think whatever you wear has to be fit for purpose,” he says. “Because it could be cold or wet, you can be on your feet for a long time, practicality is vital.”
March weather in Gloucestershire can be unpredictable. Bright sunshine can quickly give way to biting wind, rain or chilly temperatures – which is why outerwear often becomes the centrepiece of a race-day outfit.
Marcus believes the smartest way to approach Cheltenham dressing is to start from the ground up. “Invest in a good pair of shoes,” he advises. “Your comfort starts at your feet.”
It is advice many racegoers will agree with. Between walking the course, visiting the parade ring and navigating crowded enclosures, a day at Cheltenham can involve thousands of steps.
Shop boots from Fairfax & Favor
Zara Tindall last year co-ordinated with her cousin Princess Eugenie (Image: Getty)
Classic knee-high boots have therefore become a race-day staple – combining practicality with the refined countryside style the Festival is known for.
With racegoers often covering thousands of steps across the course, a well-crafted pair of boots offers both durability and timeless style – making them one of the smartest investments for the festival.
Still, despite the practical considerations, Marcus insists Cheltenham style ultimately comes down to something far simpler. “I think Cheltenham is really about timeless style and elegance.”
