Jade Holland Cooper has quietly built one of Britain’s most powerful fashion success stories. The female entrepreneur behind luxury heritage label Holland Cooper has spent more than a decade transforming countryside style into a global brand and this year she dominated Cheltenham Festival, dressing some of the racecourse’s most stylish stars, royals and impeccably dressed racegoers.

In an exclusive interview with the Daily Express, the designer opened up about fashion, styling and the secrets behind mastering race-day dressing. Cheltenham is one of the most stylish events on the British social calendar, now sits firmly at the heart of that journey. While it may be famous for its exhilarating racing, for many fashion lovers the real spectacle unfolds beyond the track.

This week the famous Gloucestershire racecourse has transformed into what can only be described as the ultimate countryside catwalk – where heritage tailoring, polished boots and statement coats rival the action on the turf.

Few designers embody that balance of elegance and practicality quite like Jade, 39, who is widely dubbed the ‘Queen of the Cotswolds’. More than a decade after launching her brand selling skirts, the entrepreneur returned to Cheltenham this year in full-circle fashion.

What began as a small business venture has evolved into one of Britain’s fastest-growing heritage fashion brands. This year marked a major milestone for Holland Cooper, with its own pop-up boutique at the festival, situated in The Orchard – the hub for luxury brands and high-end hospitality at Cheltenham.

The label also dressed Ladies Day figurehead Rachael Blackmore yesterday, while serving as the Official Luxury Fashion Partner of The Jockey Club.

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For Jade, Cheltenham is more than just another glamorous date in the social calendar – it is the very place where the seed of her brand was first planted. Here, the designer shares her top tips for mastering race-day style.

When it comes to planning her own outfits for the festival, Jade admits the process is both thoughtful and instinctive.

“I always start with the coat,” she says. “Outerwear is such an important part of the Cheltenham look. From there I build the outfit around complementary textures and tailoring.”

While the sun may have shone this week, the downpours can quickly turn, Jade said: “Though with Cheltenham it can often come together quite last minute depending on the weather,” reminding racegoers that dressing for unpredictable conditions is all part of race-day fashion fun.

“The perfect Cheltenham outfit has to be practical,” she adds. “You’ll be spending lots of time outdoors, so it’s important to strike the right balance between practicality and elegance.”

Layering, she explains, is also essential for navigating the unpredictable March weather. “Layering will be your best friend – I always reach for a thermal under my outfit to keep warm. A beautiful pair of leather gloves can also make all the difference on a chilly race day.”

When it comes to finishing the look, Jade believes classic countryside pieces always win. “Hats are always a lovely addition at Cheltenham, although they tend to be a little more understated than some other race meetings. I particularly like a structured fedora to offer protection from the elements.”

Royal style has long been intertwined with race-day dressing, and Jade has seen first-hand how figures such as Zara Tindall and Catherine, Princess of Wales, shape the tone of Cheltenham fashion.

“Zara is such an avid racegoer and always looks fantastic for the occasion,” Jade says. “Both Zara and [Princess] Catherine embrace classic British fashion while keeping it modern and elegant.”

The designer has built her brand around the idea that true luxury is about longevity – pieces designed to last rather than fleeting seasonal trends. That philosophy has resonated strongly with modern shoppers, particularly women seeking wardrobe staples that combine craftsmanship with practicality.

“A beautifully tailored wool or tweed coat will always look elegant and timeless,” Jade says. Adding, “Tweed was designed to keep you warm while looking completely at home at the races.”

“Our Cheltenham coat is full length for warmth but impeccably tailored with a flattering fit-and-flare silhouette. I’d style it with block heel boots and leather gloves.”

Events like Cheltenham demand clothes that work as hard as the people wearing them. Long days outdoors navigating grass, gravel and unpredictable weather mean comfort must sit alongside style. “Practicality is absolutely key,” she explains. “So a sturdy boot or block heel will serve you well.”

British countryside heritage remains central to Holland Cooper’s identity – a design language that feels perfectly at home on the Cheltenham racecourse.

For Jade, the festival also carries deep personal meaning. “Cheltenham is actually where I first had the idea to start Holland Cooper,” she says. “So it has always held special significance for me.”

From launching the brand with a handful of designs to building a globally recognised heritage label, her journey has become a powerful example of female entrepreneurship in the fashion industry.