Hang Your Hat at Brown’s Hotel and Get Ready for Ascot with Lock & Co. Hatters

With a Hat-themed Afternoon Tea and Fast-Tracked Hat Customisation Service

12th April 2024 (London) – Brown’s Hotel, a Rocco Forte Hotel in Mayfair, is pleased to
announce that it will be partnering with Lock & Co. Hatters and launching a series of seasonal
offerings in May, ahead of the British summer social season. Together, these two prestigious,
family-run institutions are conjuring up a series of experiences that are fit for royalty and mark
the launch of Lock & Co.’s Spring/Summer ’24 Couture collection.

To ensure guests of Brown’s are primed and ready to do nothing but dazzle every summer
occasion, Lock & Co. Hatters’ skilled milliners have agreed to craft guests’ custom-made hats at
the drop of a hat; just half the time it usually takes during their busiest season. Meanwhile, The
Drawing Room will be filled to the brim with Lock & Co.’s Spring/Summer ’24 Couture
collection and serve an Afternoon Tea extravaganza bursting with hat-themed delights. With this
in mind, guests are invited to don their most extravagant hats, dust off their finest attire, and get
ready to indulge in the magic of Brown’s this season like never before, where every moment is
infused with glamour, frivolity, and a dash of enchantment.

By Royal Appointment: Curated Millinery Styling and Customisation Experiences
To ensure guests are ready for the British summer social season where fashion takes centre stage,
Brown’s and Lock & Co. will be offering one-to-one styling experiences like no other. Lock &
Co.’s Hatters and Stylists will ensure that Brown’s guests are suitably dressed to the nines for any
occasion and help them find the perfect hat to complement their style and outfit.

The hat styling sessions will take place in the Lock & Co. shop on St James’s, where the magic
truly happens. Exclusively for Brown’s guests, Lock & Co. Hatters will offer a fast-tracked,
customisation and fitting service, ensuring that guests have their perfect hat in time for any
event, such as Royal Ascot, the most glamourous event on London’s sporting calendar, in just
one month as opposed to eight weeks. No visit to Lock & Co. is complete without a trip to their
Heritage Room which is brimming with stories of its illustrious patrons, from princesses to

Afternoon Tea with Lock & Co. Hatters

Prepare to step into a world where royalty, literature, and high fashion collide in a whirlwind of
whimsy and extravagance. Brown’s Hotel and Lock & Co. Hatters, both revered for their
centuries-old legacies, have played host to illustrious figures ranging from Queen Elizabeth II to
literary icons. Did you know that the young Princess Elizabeth graced Brown’s Hotel as a guest
at a delightful regimental tea party and that the skilled artisans at Lock & Co. had the honour of
fitting her majestic coronation crown? As a dedicated patron of Royal Ascot and its races, Queen
Elizabeth’s love for vibrant headpieces was legendary. In homage to her majestic flair and with
Royal Ascot just around the corner, Brown’s has pulled it out of the hat and created an
Afternoon Tea extravaganza bursting with hat-themed delights that we have no doubt her late
Majesty herself would have enjoyed.

Inspired by royal tea parties and elegant gatherings where ladies donned their finest attire, each
of the Couture hats is a work of art in itself and has been meticulously designed by
Awon Golding, Head Millinery Designer, on the top floor of the St James’s Street shop. In turn,
guests are invited to dress for the occasion and savour sweet and savoury treats in Brown’s
oak-panelled Drawing Room, which will be filled to the brim with the pastel and floral hat
pieces, such as the Rose Bud Leather Percher Hat and the Lady Grey Black Wide Brim Hat. The
limited-edition Afternoon Tea menu will feature tea-infused and delicate hat-shaped cakes, choux
buns, and scones served, silver service style, from one of Lock & Co’s iconic hat boxes. With all
of the hats named after different types of tea, guests are sure to delight in choosing from the 26
varieties of tea on the menu.

The Afternoon Tea with Lock & Co. Hatters’ is priced from £75 per person and will be served from 6th May – 31st August 2024. For reservations please call 020 7493 6020.

For more information and to book any of the experiences mentioned above please visit: