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Here’s a fun game you can play the next time you find yourself in London. Pop into Waitrose and pick up a canned cocktail and then go for a stroll through Mayfair, Knightsbridge or Chelsea and take a sip every time you spot a Range Rover. Make sure to keep those sips small or you’ll be well on your way to buzzed after just a few blocks. Range Rovers are ubiquitous in London, because they are quintessentially British. When the automaker first came on the scene in 1970, it did so with a category-launching offering: the first-ever luxury SUV. Combining off-road capability and ruggedness with city-appropriate polish was a revolutionary idea at the time, so much so that a Range Rover became the first vehicle to be exhibited at the Louvre in Paris. Today, this mix of ready-for-anything utility and high-end design sensibility is as desirable as ever everywhere. And the lifestyle this car evokes—one of adventure, refinement and variety—is undeniably alluring.
Photography courtesy of Range Rover
There’s no faking luxury, so the auto brand operates on the philosophy of perpetually making one less vehicle than demand dictates—with an EV on the way that’s already racked up an approximately 65,000-person wait-list. The covetability factor is helped by a few other facets. For one, the brand works with the It Danish fabric house Kvadrat (known in the interiors world for being the ne plus ultra of textiles, having collaborated with the likes of Raf Simons) to inform its interior fabrics and make a compelling argument that leather interiors are not the only game in town. Then there is the if-you-know-you-know SV Bespoke service, which allows buyers to completely customize their ride from the inside out. Once all the details—from the type of thread used for the interior stitching to the exterior colours (including a completely custom one matched to, say, the colour of your favourite nail polish)—are finalized (with the help of experts to steer buyers in the right direction, of course), the design is locked forever, ensuring that there will never be two identical SV Bespokes passing each other out in the world.
Photography courtesy of Range Rover
But what happens beyond the driver’s seat is just as exciting. The inherent value proposition of a car is that it can take you places, and Range Rover takes that truism to a new level, unlocking pinch-me experiences and destinations. One example is Wimbledon (Range Rover became the official brand partner of the storied tennis championship in 2024), where invited clients can enjoy a private suite offering high-tea service as well as seats to matches and even a branded Range Rover cooler to keep their Pimm’s Cups at a palatable temperature in the sweltering grandstand heat. Discerning clientele can also pop into Range Rover Houses around the world (typically in ski or sailing-adjacent hot spots like Whistler, Mykonos and Courmayeur). These temporary spaces function like elite clubhouses, offering everything from refreshments to wellness treatments—and, of course, the chance to test drive or purchase a new limited-edition ride. The carmaker is also deftly entering the apparel space—on its own terms, of course. In 2026, Range Rover will release its second apparel and lifestyle collection. Like the first tightly edited lineup, which included silk scarves and jackets, it offers nods to the brand’s mid-century roots and British craftsmanship. Think bright colours and playful graphic prints. But unlike the first, the second collection will also feature more functional items, like umbrellas and tennis bags, doubling down on the expansive lifestyle ethos of the brand.
Photography courtesy of Range Rover
“There’s a real sense of British wit, and we really wanted to inject that into the pieces,” says Kimberley Panton, manager, apparel design for JLR, Range Rover’s parent company. “With this collection, we looked at the lifestyle of our clients and wanted to elevate it, whether that’s afternoon tea or tennis.” Plus, the brand will enter a whole new category with leather handbags made in Italy, which will feature a subtle new RR submark as the logo, stealthily stamped in gold lettering. “To be a modern luxury brand, it’s not enough to create vehicles—we are building a brand world,” says Martin Limpert, global managing director for Range Rover. Limpert also notes that since the design DNA of the original luxury SUV is so strong, you could, say, remove the logo from the car’s hood without losing the recognizability. “That’s the thread we want to bring to everything we do—always reductive, always recognizable.” Sitting at the helm of Range Rover, Limpert has a big mandate—grow brand desirability without diluting the allure while pushing for innovation. How does he know whether he’s doing a good job? “If leaders and aspirational people choose a Range Rover to celebrate a milestone achievement, I consider that a success.” [content_module id=”1″] This article first appeared in FASHION’s Winter 2026 issue. Find out more here. Continue Reading
