Jaguar has enlisted actress Florence Pugh and legendary photographer Annie Leibovitz for a new portrait series centered on the Type 01, the electric model that's carrying the full weight of the brand's relaunch. The campaign marks the next step in Jaguar's comeback effort, arriving about a month after the Type 01 made its world premiere in New York.

Pugh holds the distinction of being Jaguar's first-ever brand ambassador, a role the automaker created specifically for this new chapter of its identity. The timing of the shoot appears designed to keep public attention on the Type 01 fresh following its initial reveal.

Leibovitz, famous for her portrait work with outlets like Rolling Stone and Vanity Fair, shot the images at Storied NYC, a venue that once served as her own studio space, adding a personal element to the project. She explained that the appeal of the shoot came from pairing two strikingly different subjects together. "What interested me most about this portrait series was photographing two extraordinary and contrasting subjects," Leibovitz said. "Florence brings warmth, presence and humanity, while Type 01 is sculpted, precise and striking in its form."

Pugh, for her part, said the collaboration aligned with her own sensibilities. "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 said.

Jaguar's marketing and communications director, Carlee Hardaker, framed the images as an extension of the company's larger message. "Together, they capture the fearless creative vision that defines Jaguar today," Hardaker said.

Beyond the glossy photography lies a vehicle Jaguar describes as the most technologically advanced and powerful car in its history. The Type 01 is designed, engineered and built entirely in the United Kingdom, a point the brand is leaning on heavily as it attempts to reshape its public image following a controversial design overhaul.

Jaguar plans to open ordering for the Type 01 in February 2027, with pricing in the US expected to start at $130,500. That leaves roughly three months between this latest marketing push and the moment customers can actually put down a deposit.

Since the car itself remains unreleased, the new imagery doesn't reveal anything further about its specifications or performance, which were detailed separately following its debut. Jaguar design chief Rawdon Glover has previously discussed the reasoning behind the brand's dramatic repositioning, a direction first teased in a video released ahead of the Type 01's unveiling.

Whether the star-studded campaign actually translates into sales momentum will remain uncertain until Jaguar opens orders next year.

Source: Motor1.com

See also our earlier piece: Range Rover GT Replaces Evoque and Velar With One Low Electric Coupe