PICS: Florence Pugh and Annie Leibovitz bring Jaguar’s bold new era to life
Florence Pugh and photographer Annie Leibovitz join forces with Jaguar to introduce the brand's bold new era through a striking creative campaign featuring the Type 01 luxury grand tourer.
Jaguar has unveiled a striking series of portraits by Annie Leibovitz, featuring star Florence Pugh and the luxury carmaker's new Type 01 model. The collaboration aims to highlight individuality, artistic expression, and bold design in Jaguar's redefined identity. Leibovitz, known for her distinctive photographic style, approached the Type 01 not as a backdrop but as a subject, capturing the relationship between Pugh and the car as two distinct characters.
Pugh, celebrated for her individuality and confident approach, becomes the face of Jaguar's transformed identity. Leibovitz, who has always been drawn to original people and brands, described the project as a remarkable experience, praising Leibovitz's ability to capture character and individuality. The project also connects to New York's artistic history, with the Type 01's world premiere taking place at STORIED, once Leibovitz's photography studio.
Jaguar also commissioned photographer Frankie Aldino, a mentee of Leibovitz, to capture images of attendees at the event, highlighting the brand's commitment to supporting emerging artists. The Type 01, a luxury grand tourer, represents a significant departure from convention while drawing inspiration from Jaguar's design heritage.
Its distinctive proportions, including a low roofline, elongated bonnet, and dramatic presence, position it as the most technologically advanced and powerful vehicle in the brand's history.
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