I absolutely love this! What a brilliant idea! We all know that weather during Ascot is a total hit or miss. It can be beautifully sunny or horribly stormy. You never know what it’s going to be until you get there. So it’s best to prepared! Well, the hat designer Ilda Di Vico took this to another level. She wanted to prove that her headwear can withstand any conditions! What’s the best way to do that? She decided to take some ladies to Alton Towers and ride the new ultimate roller coaster – THI3TEEN! This is a free fall drop roller coaster which creates wind speeds at up to 67 km/hr! That’s extreme!
The hats that didn’t survive the rigorous conditions were taken out of the running and will not be sold in boutiques. The rest will be available to buy in Surrey!
Ilda Di Vico had this to say:
“Women who enjoy wearing large, beautiful hats often worry about what could happen if the wind takes a turn for the worst. It was touch and go for a few moments with some of the designs and some needed a lot of work. By testing our couture hats on THI3TEEN we are able to guarantee that no matter what the weather, your hat will stay put.”
FFG Note: No Models were harmed in the making of this marketing stunt 😉