Stylish Racegoers Battle Elements on Cheltenham's Third Day
Determined revellers refused to let torrential rain dampen their spirits on the third day of the Cheltenham Festival, embracing the wet conditions with heeled boots and thigh-skimming ensembles. Umbrellas became the essential accessory as heavy downpours swept across the Gloucestershire racecourse, with forecasts predicting further showers throughout the afternoon.
Fashion Takes Centre Stage Despite Chilly Conditions
Despite the damp and chilly atmosphere, female attendees dressed impeccably in fur-lined coats, tweed jackets, and chic fedoras for the annual four-day event. Some braved the elements with bare legs and high heels while attempting to protect elaborate headwear from the rain. However, gusty winds proved challenging for many, causing struggles with umbrellas and occasional hat losses.
British fashion designer Jade Holland Cooper made a striking appearance in one of her own creations—a check longline coat cinched at the waist with a flattering silhouette. The founder of Holland Cooper, a brand favoured by the Princess of Wales, complemented her statement garment with burgundy boots and a matching clutch handbag.
Festival Atmosphere and Fashion Highlights
With spring approaching and the event marking the start of the British social season, attendees enthusiastically embraced the party spirit on St Patrick's Thursday. The festival, renowned for its fashion as much as its horse racing, featured racegoers parading in statement suits, tartan jackets, and knee-high boots.
While numerous glamorous women graced the event, male attendees also made sartorial statements with brightly coloured suits. Excitement built ahead of the first race scheduled for just after 1:20 PM, with revellers gathering around large screens to watch the action unfold as drinks flowed freely.
Organisers Slash Drink Prices to Boost Attendance
Guests welcomed the festival organisers' decision to reduce the price of a pint of Guinness to £7.50 for this year's edition, fulfilling a promise made earlier. This 30p cut from last year's £7.80 price comes as a response to declining attendance figures.
In 2025, total attendance dropped to 218,839—a decrease of over 10,000 from the previous year's nearly 230,000. Last year's Ladies Day saw just 41,949 attendees, the lowest single-day crowd in a quarter-century. Many attributed the decline to rising costs, prompting organisers to implement broader price reductions.
Additional drink discounts included a half-pint of Guinness at £3.75 (15p less than 2025) and 20p reductions on single pours of gin, vodka, and rum. The day's racing commenced with the Ryanair Mares' Novices' Hurdle at 1:20 PM, as attendees showcased resilience and style amidst the unpredictable weather.
