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When Jade Holland Cooper isn't running her multi-million pound luxury fashion empire, Holland Cooper, she’s hot on the race day circuit.

Statement coats, elegant knee high boots and excellent hats have become part of her image and the styling inspiration behind her brands’ country-urban aesthetic, which supplies traditional tailoring with a country edge, elevated wardrobe essentials and specialist equestrian wear.

You’ll be pushed not to spot revellers at top-tier premier race days across the UK in her designs. But whilst Cooper’s brand resonates with the run-of-the-mill racing set, it also has a firm celebrity fan base which ranges from Claudia Winkleman, Mary Berry and Jodie Kidd to royalty; The Princess of Wales has worn (and re-worn) its double breasted coat in a blue and green Blackwatch tartan to multiple public events (£749, hollandcooper.com).

It’s no wonder then, that Holland Cooper’s pre-tax profits rose to £8.56 million, with turnover reaching £50.15 million for the year ending March 2025. It's safe to say Cooper has become somewhat of an expert in this niche pocket of British style. Here, Cooper shares her insider race day dressing tips - and the styling mistakes to avoid!

'Cheltenham really is like a countryside catwalk - familiar faces, great racing and a wonderful celebration of British craftsmanship and style. Country-smart is really about pairing elegance with practicality, while staying true to classic countryside style. Cheltenham dressing should feel polished, but it’s still rooted in heritage. For me, the coat is always the hero piece. It’s the foundation of the entire outfit. Layering up underneath with thin thermals is also key, because the weather can be unpredictable, and practicality really matters when you’re spending the whole day outdoors.'

'At Cheltenham, there are no strict rules, which is part of the charm, but the atmosphere always encourages a sense of occasion. Cheltenham style is often mistaken for Ascot or Aintree, but it’s quite different. The look here is much more grounded in heritage, think beautiful tweeds, tailoring and pieces that work with the elements rather than against them.'

'I’ve always loved a well-cut co-ord for the races. A jacket paired with a matching skirt or trouser feels incredibly polished yet effortless. For this season we launched our 360 maxi skirt (£599) with a peplum jacket (£499) in several fabrics, and it’s a combination our customers have really embraced. Ultimately, whether you choose a co-ord or a one-piece look, it’s about feeling confident, comfortable and ready for the day.'

'For Cheltenham, the coat is key. I almost always start there, particularly because the weather can be so unpredictable. Shape and texture are everything. A beautifully structured wool or tweed coat will always look elegant and belted styles are particularly flattering as they create a cinched waist silhouette. We recently launched our Cheltenham Coat (£899), which was designed with the event very much in mind. It’s full length for warmth, but impeccably tailored with a fit-and-flare shape. I’d style it with knee-high boots and a great pair of leather gloves. Timeless and incredibly chic.'

'Capes have had a real resurgence recently - especially after Claudia Winkleman wore our cape on The Traitors, which was fantastic to see (£679). But we’ve actually been designing capes since 2008. A well-cut wool cape layered over knitwear looks incredibly elegant while still allowing freedom of movement. Paired with gloves and knee-high boots, it’s a timeless combination you can return to year after year.'

'Cheltenham is the perfect place to embrace classic British patterns - checks, herringbone, tweed and subtle plaids always feel right at home. I’ve never been one to shy away from prints myself and have worn houndstooth before, which always makes a statement. Now, I tend to gravitate towards heritage patterns like tweed or a deep green herringbone.'

'A hat is always a lovely finishing touch at Cheltenham, though the style tends to be far more understated than at other race meetings. For me, practicality is important - you want something that fits well and feels comfortable enough to wear all day. I recommend a structured fedora as they frame the face beautifully and offer a little protection from the elements. I would avoid anything overly elaborate.'

'You’ll spend most of the day walking across grass or gravel, so delicate heels can quickly become a mistake. A sturdy boot or a block heel is always the smarter choice. Personally, I love a knee-high boot for Cheltenham. It’s elegant, warm, comfortable and completely in keeping with the countryside setting.'

'A beautiful pair of leather gloves is something I rarely attend the races without. They instantly elevate an outfit and are incredibly useful on colder days. I also tend to carry a small structured bag - just large enough for the essentials like a phone and lipstick.'

'Layering is all you need to think about. A thermal base layer, knitwear and a great coat can make all the difference when the temperature drops. A hat is also incredibly useful for keeping dry while still looking polished, and a classic umbrella is always worth having to hand as the weather can change very quickly.'

'Early on I remember wearing a much lighter coat than I should have and quickly realising just how cold it can be at Cheltenham. I shivered the whole day. It taught me very quickly that dressing should always go hand-in-hand with sensible style.'

'Very high stilettos, overly floaty fabrics or pieces that simply aren’t designed for outdoor weather can make the day far less enjoyable, as it’s not Ascot. Cheltenham style should feel elegant, but always grounded in reality - which in truth, is very cold.'