Marcus Fairfax shares how he built fashion brand loved by Zara Tindall | Royal | News

The countdown to Cheltenham is officially on – and few brands are as intrinsically linked to the Festival’s modern aesthetic as Fairfax & Favor. Once a countryside start-up with a clear vision, it has evolved into a defining force within British race-day style, worn by high-profile figures and style-conscious attendees alike.

Among them is Zara Tindall, named a brand ambassador in 2025, who has since woven the label seamlessly into her racing wardrobe, regularly stepping out in its signature boots, tailored coats and structured bags at key events across the season.

As Cheltenham Festival returns to Gloucestershire from Tuesday 10^th to 13^th March, the brand’s stand is set to welcome thousands across the four-day event.

In an exclusive interview with the Daily Express ahead of the high-stakes week, founder Marcus Fairfax Fountaine reflected on how his label moved from rural concept to a central player at the pinnacle of the racing calendar – shaping not just what racegoers wear, but the wider narrative of modern British country style.

For Marcus, the story has never been about simply selling a world-famous boot. It has been about building a presence and genuine customer connection.

Unusually for the founder of a heritage label, he will be on the ground at Cheltenham himself, making occasional appearances on the stand and meeting racegoers face to face.

In an industry where many founders remain behind the scenes, Marcus insists staying closely connected to his customers is where his heart truly lies.

Speaking of his stand at the races he said: “I really like the shows, and meeting our customers at events. I enjoy that customer relationship. I really enjoy that customer reaction.’ “Nothing makes me more fulfilled than seeing in person, someone getting their first pair of boots and they fit. Them being so surprised about how comfy they are, how well they fit,” he added.

*** Ensure our latest royal headlines always appear at the top of your Google Search by making us a Preferred Source. Click here to activate or just add us as Preferred Source in your Google search settings.

At Cheltenham, Marcus does not simply set up shop – he stages a moment. The Fairfax & Favor stand is less about transaction and more about atmosphere, redefining what a heritage brand presence can feel like in the middle of a racecourse.

There is intention behind every detail, a sense that countryside luxury need not be understated to be authentic.

It is this instinct for experience that marks a shift. Where many heritage labels lean quietly on tradition alone, Marcus layers personality and theatre onto craftsmanship, proving that British country style can be both rooted and dynamic. In doing so, he is not just participating in the modern countryside narrative – he is shaping it.

At Cheltenham, the most style-conscious date in the racing calendar, visibility matters. It is where fashion and equestrian heritage collide – and where Fairfax & Favor has become a familiar fixture among high-profile racegoers.

From Zara Tindall to former Made in Chelsea star Georgia Toffolo and Love Island’s Gemma Owen, the label has found favour with a new generation of countryside tastemakers who understand the balance between polish and practicality.

Marcus is clear about where the brand stands in the market. Fairfax & Favor does not compete on price; it competes on permanence.

That focus on cost per wear reflects a wider shift in fashion. As consumers move away from throwaway trends and toward investment dressing, Fairfax & Favor occupies a space that feels both heritage-rooted and commercially astute.

Its presence at major racing events reinforces that positioning – seen not just on the stands, but on the figures who shape modern British country style.

Behind the theatre and customer connection lies a sharp understanding of how style evolves. By blending craftsmanship with cultural relevance, Marcus has carved out a defining space for Fairfax & Favor in the modern era – proving that a countryside brand can feel both heritage-rooted and culturally current on a national stage.

When the Festival gates open on Tuesday 10^th March, and thousands descend on Cheltenham in Gloucestershire, Fairfax & Favor will once again sit at the centre of the field – not simply dressing racegoers, but influencing the wider narrative of modern British country fashion.