1919 capsule: Bentley and Mai Ikuzawa

What happened Bentley is using two of the automotive calendar’s most influential events to advance its broader lifestyle proposition. Designed by the British car manufacturer’s External Creative Director Mai Ikuzawa, the new “1919 Collection” was sold exclusively at the 2026 Goodwood Festival of Speed, which concluded on July 12, and it will be at Monterey Car Week, set to run from August 7 to 16. Inspired by classic workshop attire, the “1919 Collection” centers on a hardwearing chore coat in Bentley Green, complemented by everyday staples including a heavyweight crew neck sweatshirt, polo shirt, T-shirt, six-panel cap, tote bag and embroidered keyrings. Branding is understated and the palette restrained — Bentley Green, black and white — bringing the marque’s heritage and craftsmanship into a contemporary premium workwear aesthetic. Appointed as one of Bentley’s first two External Creative Directors in September 2025, Ikuzawa is a strategic choice. As the daughter of pioneering Japanese racing driver Tetsu Ikuzawa, she brings credibility in both motorsport and Asian creative culture, reinforcing Bentley’s efforts to deepen engagement with audiences across Asia. The collaboration reflects how luxury automakers are turning to fashion and creative partnerships to build cultural relevance beyond the car itself. Sold in limited volumes, the capsule expands Bentley’s racing heritage into collectible design and offers new touchpoints for consumers who engage with luxury through culture and community. The Jing Take Automotive brands have long offered merchandise and launched fashion collaborations. One of the earliest fashion-designer car collaborations was the 1969 Simca 1100 Cardin, a one-off restyled by French couturier Pierre Cardin and shown at that year’s Paris motor show. With the “1919 Collection,” Bentley continues to expand from a maker of ultra-luxury vehicles into a broader lifestyle house, and its 2026 collaborations reveal a more selective approach to cultural relevance. At the center of this shift is Japanese designer Ikuzawa, whose latest capsule bridges Bentley’s motorsport heritage with contemporary fashion codes. Drawing on her background in design and Japanese car culture, she brings a fresh perspective to Bentley’s century-old British identity. The collection reflects a wider trend of heritage brands transforming archives into lifestyle narratives designed to engage younger, globally minded consumers. After all, Gen Z wants to buy into a lifestyle and community, with the product itself secondary. Beyond fashion, Bentley’s 2026 partnerships demonstrate a strategy built around craftsmanship and experiential luxury. The September 2025 collaboration with Joe & The Juice, featuring a bespoke Mulliner Bentayga transformed into a mobile café, extends Bentley into hospitality and social experiences ahead of a wider rollout this year. Ongoing partnerships with jeweler Boodles, whisky brand The Macallan, FAT International and Hedley Studios reinforce different facets of the brand’s identity, whether fine craftsmanship or motorsport heritage. This lifestyle expansion comes as Bentley navigates a changing luxury landscape, particularly in China, one of its most important markets. As demand softens amid broader luxury sector pressures, Bentley’s move toward cultural partnerships may help strengthen emotional connections with affluent consumers. While China remains a key market, Japan offers Bentley a more niche but culturally aligned audience that values heritage and design. Together, these collaborations position Bentley less as a car manufacturer and more as a curator of modern luxury experiences.

1919 capsule: Bentley and Mai Ikuzawa

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1919 capsule: Bentley and Mai Ikuzawa

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