Bentley makes an unusual move. A first in the brand's history.

Bentley's history is defined not only by its cars but also by the stories that have been born around them. Now, the company is focusing on the latter, and for the first time in its history, it has decided to collaborate with two external creative directors: designer Mai Ikuzawa and photographer Greg Williams.

Bentley knows full well that the success of a successful automotive brand isn't based solely on excellent cars. It also requires the ability to tell a story and present them. That's why the brand is announcing its first-ever collaboration with external creative directors .

What does this mean? These individuals, while not full-time employees, will work with Bentley's marketing , communications , and design departments in Crewe over the next year to provide strategic advice and inspiration.

We now know who will take on the task. Bentley has announced a collaboration with designer Mai Ikuzawa and photographer and film director Greg Williams .

Mai Ikuzawa and Greg Williams are Bentley's first external creative directors. Photo: Press materials / Bentley

As we read in Bentley's press release, Mai Ikuzawa is a multidisciplinary creator with strong roots in automotive culture and design.

She will draw on her experience in graphic design and product curation during her tenure as Bentley's external creative director. The company has already announced that next year will see the launch of an exclusive lifestyle collection for the brand, largely designed by Ikuzawa .

"My role is to help the brand regain confidence and revitalize its heritage in a way that is relevant today. The opportunity to apply this experience to a brand like Bentley , with a 106-year history, is extraordinary," the artist wrote in a statement.

Designer Mai Ikuzawa has been appointed Bentley's external creative director. Photo: Press materials / Bentley

Greg Williams is one of the most influential photographers of his generation. In the 1990s, he specialized in war photography , but his current portfolio includes exceptional projects starring James Bond , portraits of Hollywood stars , and international fashion campaigns . He is said to be responsible for transforming Bentley's image in photography and film.

"I'm thrilled to be creating images that redefine what Bentley is – visual works that are bold, distinctive and true to the extraordinary spirit of Bentley, " he says.

Mai Ikuzawa and Greg Williams have been appointed external creative directors at Bentley. Photo: Press materials / Bentley

Design Director Robin Page emphasizes that Bentley's century-plus history encompasses not only its cars, but also the stories that have grown around them. The collaboration with Ikuzawa and Williams is the first sign of changes that will lead to a new vision for the brand.

This, of course, involves refreshing its image and unveiling the fifth iteration of the iconic "Winged B" emblem . What other changes await us? We can't wait.