Annie Leibovitz has built a new portrait series, courtesy of Jaguar, around two subjects: actress Florence Pugh and Jaguar’s Type 01, an electric grand tourer that breaks with the brand’s classic look. Jaguar will begin taking orders for the car in 2027.
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Pugh is an English actress known for Oppenheimer, Black Widow, and Little Women. She has signed on to become Jaguar’s first-ever brand ambassador.
Jaguar says the campaign joins three “distinctive creative forces”: Leibovitz, Pugh, and the Type 01. The company describes the goal as reflecting the “originality, bold and creative spirit driving Jaguar’s reimagined identity.”
In Jaguar’s words, Leibovitz’s series “explores individuality, confidence and creative ambition,” values the company says sit at the core of both the Type 01 and its transformation.
A shoot on equal terms
The photographs were taken at STORIED in New York, a building that once housed Leibovitz’s studio. Leibovitz says the car was never meant to be scenery.
“What interested me most about this portrait series was photographing two extraordinary and contrasting subjects,” Leibovitz says, per Haute Living.
She went on to describe the two subjects in direct terms. “Florence brings warmth, presence and humanity, while Type 01 is sculpted, precise and striking in its form. Rather than treating the car as a backdrop, I wanted to photograph them both with the same curiosity.”
Pugh frames the partnership around shared values. “I’ve always been drawn to people and brands that are unapologetically original, which is one of the reasons this partnership with Jaguar feels so natural,” she says.
Fans of Leibovitz’s portraiture may enjoy Herb Ascherman’s Rare Platinum Cleveland Photography for its similarly character-driven images.
Pugh also praised the working relationship. “Collaborating with Annie Leibovitz on these images was a remarkable experience,” she says. “She has an incredible ability to capture character and individuality.”
Campaign images courtesy of Jaguar
The starting price for the Jaguar Type 01, an electric GT, is expected to be $130,000.
The campaign follows another high-profile commission for Leibovitz. She photographed OpenAI CEO Sam Altman for Vanity Fair, drawing on Caspar David Friedrich’s 1818 painting Wanderer Above the Sea of Fog, which shows a man standing high above the clouds and looking over the landscape. Altman was pictured looking out over the Bay Area bluffs.
Image credit: Courtesy of Jaguar.
H/T petapixel.com
Frequently asked questions
When will Jaguar start taking orders for the Type 01?
Jaguar will begin taking orders for the Type 01 electric grand tourer in 2027. The car is described as breaking with the brand’s classic look.
What is the expected starting price of the Jaguar Type 01?
The starting price for the Jaguar Type 01, an electric GT, is expected to be $130,000. This figure is an expectation rather than a confirmed price.
Who is Florence Pugh and what is her role with Jaguar?
Florence Pugh is an English actress known for Oppenheimer, Black Widow, and Little Women. She has signed on to become Jaguar’s first-ever brand ambassador.
Where were the Annie Leibovitz Jaguar portraits photographed?
The photographs were taken at STORIED in New York. The building once housed Annie Leibovitz’s studio.
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