Fashion, fantasy and fallen horses: alternate images of thoroughbred racing

Thoroughbred racing is promoted as the ‘Sport of Kings’ and thousands of racegoers emulate a wealthy leisured elite at the track and through gambling and horse ownership, seek large financial profits. One of the norms of this racing culture involves a particular clothing style of high fashion which helps to promote racing as glamorous and exciting. In recent years racing has been subjected to a number of shocks resulting from high-profile media work by activist groups concerning horrific horse injuries and deaths at the track, plus claims of widespread cruelty, ‘wastage’ and whipping. This paper juxtaposes these two racing worlds. It illuminates the position of the animals upon which the industry so heavily depends and argues that in an age of increasing concern for animal welfare, racegoers and the community ought to know how their entertainment was produced. The paper results from a collaboration between academic endeavour and animal activist work