British women’s fashion retailer Phase Eight has launched a highly anticipated new collaborative campaign with iconic British venue Goodwood Racecourse, gearing up for the 2026 horse racing season. Leading the campaign as its official face is Jamaican fashion model Tami Williams, represented by global modeling agency SAINT International.
Shot by acclaimed fashion photographer Cristian Hunter, the campaign photoshoot took place at California’s legendary Santa Anita Racetrack earlier this year. Williams shares the spotlight with Dutch top model Julia Bergshoeff, as the pair showcases a curated line-up of race day-ready apparel and accessories tailored to Goodwood’s full racing calendar.
The co-branded collection centers on versatile occasionwear, designed to fit everything from opening day outings to high-profile festival gatherings at the iconic venue. Garment options span flowing maxi dresses, tailored midi silhouettes and classic wrap styles, embellished with on-trend details ranging from delicate floral prints and timeless navy polka dots to gradient ombré pleating. Completing the looks is a full range of coordinated accessories, including elegant bow clutch bags, structured high block sandals, textured twist headbands and traditional fascinators that align with longstanding racing fashion traditions.
In an exclusive interview with Observer Online, conducted while Williams was on location in Greece shooting an upcoming campaign for repeat client American retail brand Tuckernuck, the 25-year-old model opened up about the behind-the-scenes experience of the Phase Eight shoot. “We shot the Phase Eight campaign at the Santa Anita Racetrack in California in February,” Williams explained. “It was a really great day at the track, and it was especially interesting working with the horses. Their groomers were always on-set just off camera just in case they got too restless.”
With 12 years of experience working across the global fashion industry already under her belt, Williams noted that the collaboration with Bergshoeff brought a joyful cross-cultural dynamic to the set. Per SAINT International, the two models bonded over exchanging stories and insights about their respective home cultures of Jamaica and the Netherlands during breaks in filming.
For Goodwood Racecourse, the partnership marks another chapter in the venue’s centuries-long history. The Goodwood estate was originally purchased by the first Duke of Richmond, son of King Charles II, back in 1697, and the first public horse racing meet was hosted on the grounds in 1802. Today, the venue hosts a packed annual racing schedule that kicks off its 2025 season opening day on May 1, with additional major racing events scheduled across July, August and September, including the high-profile Qatar Goodwood Festival and the annual Autumn Racing series. Phase Eight holds the official title of Goodwood Races’ women’s wear partner for the 2025 season.
Founded in 1979 by designer Patsy Seddon as a single small boutique on London’s Wandsworth Common, Phase Eight has grown dramatically into a global retail brand. It now operates 106 standalone stores and 207 in-store concessions across the United Kingdom, with an additional 18 standalone locations and 128 concessions spread across Switzerland, Germany, Australia, the United Arab Emirates and Ireland.
Williams is not the first SAINT International model to front a Phase Eight campaign: she follows in the footsteps of Martiniquan model Aurelie Giraud, who featured in the British brand’s Summer 2025 collection advertising campaign last year.