Bentley appoints two External Creative Directors to lead the marque’s next chapter

• Mai Ikuzawa and Greg Williams become Bentley’s first External Creative Directors, as part of the brand’s creative revolution 
• Masters in the art of storytelling, the duo will help shape Bentley’s future through art direction and product curation 
• The first in a series of global creative appointments, these contemporary visionaries build on Bentley’s 106-year legacy of pioneering design

(Crewe, 4 September 2025) Bentley Motors announces its first-ever External Creative Directors: designer and brand advisor Mai Ikuzawa, and world-renowned photographer and film director Greg Williams. Committed to supporting Bentley’s future-facing design vision, Ikuzawa and Williams’ appointment follows the debut of the EXP 15 concept car in Monterey in August.

Working closely with Bentley’s marketing, communications, and design teams in Crewe, the two new External Creative Directors will provide strategic advice and creative insight over the next year, reaffirming Bentley’s cultural significance.

Mai Ikuzawa is a multidisciplinary creative with deep roots in both car culture and design, shaped by a lifelong love of speed, style, and storytelling. Known for blending artistry with adrenaline, she brings an instinctive understanding of how sport and luxury intersect. As Bentley’s External Creative Director, she is drawing on her background in graphic design and product curation to reimagine how the brand connects with people. Her first project has been to craft a bold new visual language for Bentley’s advertising, alongside special projects that redefine the marque's positioning, most notably the creation of an exclusive lifestyle collection set to make its debut in 2026.

Greg Williams is one of the most influential photographers of his generation, and a longstanding Bentley owner. Greg began his career as a warzone photojournalist in the 1990s before turning his lens to film and portraiture. His portfolio spans James Bond specials, acclaimed portraits of Hollywood’s leading figures, stage side at the Oscars and major international fashion campaigns. Renowned for his candid aesthetic, Williams brings a distinctly human and authentic perspective to Bentley’s campaigns and content. Having already begun a creative dialogue with Ikuzawa, he is now set to oversee a significant reimagining of Bentley's image-making, across stills and motion.

2025 marks a pivotal point for Bentley design. July saw the reveal of a new emblem, only the fifth iteration of the Bentley ‘Winged B’ in the company’s history. The first car to sport the new wings is the EXP 15, which made its public debut at Pebble Beach Concours d’Elegance at Monterey Car Week in August. The full-size concept demonstrates new design and engineering principles for future Bentleys: three-door, three-seat and fully electric. Joining Bentley at a time of rapid creative evolution, Ikuzawa and Williams are the first in an expected series of appointments, who will help shape a new vision for the marque over the coming year.

Director of Design, Robin Page, comments: “In more than a century of history, Bentley has been defined not only by the cars we create but by the stories that surround them – how they are experienced, remembered and retold.”

Robin Page continues: “Mai Ikuzawa embodies the pioneering spirit of those characters who shaped our design, engineering and thrilling tales of racing in the 1920s, bringing a bold perspective that connects to our heritage and translates into our contemporary ethos. With his extraordinary eye, Greg Williams will bring an effortless authenticity to Bentley’s imagery and brand.” 

Mai Ikuzawa said “My personal journey with Team Ikuzawa has shown me the power of an authentic heritage combined with an understanding of modern aesthetics and culture. My role is to help the brand recapture that confidence, and bring this heritage brand to life in a relevant way for today. The opportunity to apply this experience to a brand like Bentley, with a 106-year history is a unique one.”

Greg Williams said, “Working alongside Mai, I'm excited to create imagery that redefines what Bentley stands for - visual work that's bold, distinctive and true to the extraordinary Bentley spirit. ”

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