As CCO of Bentley Motors, Wayne Bruce is at the forefront of the marque’s cultural evolution. With a bold vision for blending heritage and innovation, Bentley has become a key player in fashion-led collaborations — redefining the ‘what’ and the ‘who’ of modern luxury.
Why has Bentley become so engaged in the world of fashion? What’s the strategy behind these partnerships?
You don’t often see fashion collaborating directly on a car, and that’s because the development cycles are just so different. Cars must endure extreme testing conditions that fashion products simply don’t. But Bentley is different in that we are radically moving the company in a new direction. Many of our customers — not just drivers, but purchasers — are women, and their interests go well beyond cars. As part of our Beyond100+ journey, we’re reimagining what Bentley means in culture. That means finding new collaborators and new friends.
So, it’s not just about responding to existing clients, it’s about building for the future too?
Absolutely. Our lowercase ‘p’ partnerships, as we call them, are short-term brand activations that help us connect with new audiences — often through cultural sectors like fashion, design and lifestyle. It’s about aligning with brands who share our values and who bring in new eyes via social media. We don’t assume everyone already knows who Bentley is. Fashion partnerships provide one way to reach people who might not otherwise engage with a luxury automotive brand.
Let’s talk about some recent fashion collaborations — Picante and Supriya Lele stand out.
Both are great examples. With Picante, the designers came to Crewe, explored our heritage models, and drew inspiration from the Bentley Turbo R and our Conduit Street history. They even co-created a logo for their capsule. That collection sold out almost instantly — even before it was made public, our customers had snapped up nearly all the jackets.
Lele’s partnership was equally exciting but in a different way. She used offcuts from our leather hides to create a garment for her runway show. Later, she helped us co-commission a bespoke car, choosing a vivid blue with personal significance to her. That car introduced new materials into our Mulliner palette — including a beautiful open-pore walnut — and the color itself is now available for clients.
Why choose a rising star like Supriya Lele?
It was an organic connection, but it’s powerful to support a quickly ascending designer, particularly someone as visionary as Lele. Her perspective helped shape the car, and the launch event at Jack Barclay brought in a completely new kind of audience. Our attending internal team really saw the value — they were genuinely energized by the experience, and it’s influenced our thinking.
What have you learned recently about Bentley client tastes?
That taste is shifting, rapidly. Five years ago, most cars in our factory were black, navy or white. Now, I look out of my office window and see rose gold, teal, purple, satin finishes — colors that used to be unheard of. Even the interiors have changed: Piano black has overtaken burr walnut as the veneer of choice. More than half of our customers now opt for cars with no chrome at all. People want to express themselves, and they’re not afraid to be bold.
Do you think fashion has helped drive that sense of self-expression?
Yes, undoubtedly. Social media has expanded everyone’s access to fashion — and with that, confidence. When customers commission a Bentley, they’re curating something deeply personal. It’s not about resale value; it’s about self-reward and individuality. We see a strong correlation between how someone dresses and how they spec their car.
Looking ahead, will fashion continue to shape Bentley’s identity?
Definitely. Our first electric car — a luxury urban SUV — will launch with fashion collaborations at its core. We’re also exploring limited-edition fashion tie-ins, moving beyond one-offs like the Supriya Lele car. And we’re opening a new design studio this summer that will push us firmly into the future, while still honoring our heritage. Fashion is helping us bridge both.
