It may not carry the clout of Ascot, but Cheltenham Ladies Day revellers went all out to up the style stakes for day two of the annual festival.
This year sees the return of the #ColourMeMarch competition, where for the first time male as well as female racegoers are encouraged to add a splash of colour to their outfits.
Judges will narrow it down to four finalists, who can then spin the Winning Post of Fortune to land one of the luxurious prizes up for grabs.
Zara and Mike Tindall returned to the Cheltenham Festival today for Ladies Day, with the Queen's daughter swapping her navy coat and hat for a purple alternative, while her husband traded his jeans for green check chinos. The Duchess of Cornwall was also in attendance to present the winning jockey of the Queen Mother Champion Chase with their trophy
Model and TV presenter Vogue Williams was one of the first celebrities to arrive at the event, dressed in a Holland Cooper floor length tartan trench coat and black trilby hat. Vogue will compete in a charity horse race later this year
Cream of the crop! Ladies Day revellers went all out to up the style stakes for day two of the annual festival, with one reveller (right) risking a plunging blazer which revealed a lace body below, while another went for a daringly short tuxedo-dress
These include a brand new Mini ONE car, a Boodles item of jewellery worth £3,800, a hotel spa package and hat worth £350 and £250 worth of fashion vouchers.
The second day of racing will go ahead as planned despite fears over high winds following a precautionary track inspection earlier this morning.
The chance of a cancellation due to the weather today raised the prospect of a 'People's Saturday' at the Festival for the first time.
Zara and Mike Tindall returned to the Cheltenham Festival today for Ladies Day, with the Queen's daughter swapping her navy coat and hat for a purple alternative, while her husband traded his jeans for green check chinos.
Among the early celebrity arrivals was Good Morning Britain presenter Charlotte Hawkins and TV host Jeremy Kyle with his partner Vicky Burton
Fashionistas donned their feathered finery as they arrived at Prestbury Park for Cheltenham Ladies Day today
What a fine bunch of fillies! Ladies descend on the course for an action-packed day of racing at Cheltenham - with many braving short hemlines and daring necklines
Check this out! Fashion-conscious visitors teamed bright summer colours with vintage tweeds and check prints
Everything in the garden's rosy for this Ladies Day visitor (left) who opted for a floral theme with her outfit, while these two ladies (right) refused to let the windy weather and cool temperatures rain on their parade, sporting bright primary colours and short hemlines
A female racegoer looked a vision in teal, with a wool check coat, a luxurious fur stole and an elaborate hat adorned with peacock feathers
The forecasted 50mph winds were clearly an issue as several guests clung onto their hats and clothing as they entered the race track
A Ladies Day visitor clings to her wide-brimmed hat (left) as she arrived in all black ensemble, with a bright red lip and red check coat her nod to the 'splash of colour' theme, with another (right) opts for a chain link design dress cinched in at the waist by a thick black leather corset belt
Racegoers brave the wind as day two of 2019 Cheltenham Festival Ladies Day gets underway, with one guest plumping for a tuxedo-style green outfit and top hat
Pretty in pastel: These Ladies Day revellers opted for a Spring colour palette, with a muted coral coat and dusky pink accessories (left) and a chic beige and cream ensemble (right)
The crowds piled in after racing was given the go ahead today, despite concerns over gale force winds as a result of Storm Gareth
Berry windy! Mary Berry holds onto her hat as she arrives in a chic wool ensemble at Cheltenham Ladies Day with daughter Annabel Hunnings
Many female visitors didn't trust the gusty winds when smiling for photos, keeping a trust hand on their headwear
Wednesday's race card
13:30 - Ballymore Novices' Hurdle Race
14:10 - RSA Insurance Novices' Steeple Chase
14:50 - Coral Cup Hurdle (handicap hurdle)
15:30 - Betway Queen Mother Champion Steeple Chase
16:10 - Glenfarclas Cross Country Chase
16:50 - Boodles Juvenile Handicap Hurdle Race
17:30 - Weatherbys Champion Bumper
Today's feature race is the £400,000 Grand 1 Betway Queen Mother Champion Chase, the trophy for which will be presented by the Duchess of Cornwall.
Early arrivals were clearly dressed to impress as they entered Prestbury Park this morning, with knee-high boots, fur stoles and extravagant hats clearly the order of the day.
Many had clearly taken inspiration from the glorious Gloucestershire countryside, plumping for tweed coats and feathery accessories.
It was a far cry from yesterday, where some ladies resorted to using plastic bags to cover their shoes to protect them from the lashing rain.
One even used a box used to sell daffodils in a supermarket as a makeshift hat.
The dreaded 50mph winds were clearly an issue, with many revellers clinging to their hats and clothing as they entered the race track.
On Day One, Espoir D'Allen, rode by jockey Mark Walsh, defied the odds to beat favourite and two-time winner Buveur D'Air to take gold in the Champion Hurdle.
Hats off to them! These ladies went to great lengths to impress with their hats, which set off their eye-catching outfits
Punters gathered for an exciting day of racing. The showpiece event today is the £400,000 Grand 1 Betway Queen Mother Champion Chase
Bright colours, fur and feathers were very much the order of the day, with many ladies vying for the coveted best dressed crown
Blue-ming lovely! Ash Robinson dons a bright blue suit in homage to the splash of colour theme at Cheltenham Festival today