What's wrong with mudguards? Everyone uses them. Aesthetics? Who cares. I've tried so many guards I've lost count. MudHugger rear is the only effective one I have found.
At least here in British Columbia, it is common courtesy NOT to go out riding when its muddy as it ruins the trails. We get a LOT of rain in the winter, similar to the UK I imagine, and we usually wait a day before riding after a good downpour. Fortunately our rain forest sucks up water quickly