William Hill has celebrated the launch of 2016’s Cheltenham Festival by commissioning a three-piece suit designed especially for a racehorse.
The bookmaker enlisted Emma Sandham-King, a former apprentice of Alexander McQueen, to create the equine tailoring, while jockey Anthony McCoy was chosen to unveil the sartorial stunt.
Modelled by veteran racehorse Morestead, the suit is made from Harris Tweed and comes complete with a shirt, tie and flat cap. The creation took Sandham-King and her team four weeks to stitch together, working with more than 18 metres of tweed shipped from the Isle of Harris.
The brand is working with agency Taylor Herring on the campaign.
Jon Ivan Duke, PR executive at William Hill, said: "Cheltenham Festival is a landmark moment in the racing calendar where punters battle the bookmakers over 28 races. This year our eye is on tweed-wearing Willie Mullins, who came so close to breaking the bookies on the opening Tuesday at last year’s festival."
Rival bookmaker Coral selected the 2015 Cheltenham Festival to reveal its micropig racing stunt.