Women attending this year's ladies' day at the Grand National Festival are being urged to smarten up in a bid to make the day more "aspirational". Fashionistas planning on attending the famous Liverpool horse-racing event on April 8 are being encouraged to dress more Ascot than the midriff baring, stiletto-clad look that has become synonymous with the festival.
Aintree's management has told racegoers to "style up" and has even coaxed them into raising standards by offering a £35,000 Range Rover plus £8,000 in shopping vouchers to the most stylish punter.
In recent years unflattering photographs of orange-stained women tottering along in high-heels whilst swigging from bottles of booze were the order of the day for national newspapers.
Recent ladies' days have reportedly failed to sell out with suggestions regular racegoers have been put off by media coverage of some women taking advantage of the "lax" dress code, banned at other racecourses.
Although there is no official dress code, smart is "preferable", according to the official website.
On the day, stylists will be on hand to offer advice and expertise on what women should be wearing as racegoers are photographed as they enter the grounds ahead of the prize giving.
This year, sales are reportedly up on last year by 4,000 tickets after undergoing its makeover in a bid to "refresh" ladies' day.
John Baker, Aintree and North West regional director for Jockey Club Racecourses said he was "delighted to raise the stakes" at the global sporting event at the heart of Liverpool's culture and social calendar.
He said that the prizes on offer would replicate the "class" of the day - yet he still wanted people to show off their individuality.
Mr Baker said:
A message on the Aintree website said:
On Twitter, John Uttley @JohnRUttley wrote:
Tens of thousands of racegoers attend each year and the Grand National is seen as the world's most famous horse race, generating TV viewing figures in the hundreds of millions from across the globe.