Wayne Bruce, CCO of Bentley Motors, is leading a cultural evolution within the brand, integrating heritage with contemporary fashion to redefine modern luxury. Bentley's engagement in the fashion sector is strategic, targeting not just traditional drivers but a more diverse clientele, particularly women. Through short-term brand collaborations, Bentley aims to connect with new audiences and enhance brand visibility across cultural platforms. Noteworthy partnerships with designers like Picante and Supriya Lele exemplify this approach, as they incorporate Bentley's heritage into innovative fashion products that appeal to a broader customer base.
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.
With Picante, the designers came to Crewe, explored our heritage models, and drew inspiration from the Bentley Turbo R and our Conduit Street history.
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