Jaguar has brought together photographer Annie Leibovitz, actor Florence Pugh and the Type 01 for a new portrait series. Announced on November 5, the collaboration follows the electric four-door GT’s New York premiere and Pugh’s appointment as the first ambassador of Jaguar’s new era.
For readers following Jaguar’s changing direction, the photographs offer another look at Type 01’s long bonnet, low roofline and substantial proportions. Rather than presenting it alone as a design study, Leibovitz has photographed the car and Pugh as two subjects sharing the frame.
What interested me most about this portrait series was photographing two extraordinary and contrasting subjects. 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, exploring their relationship as two distinct characters within the frame.
Annie Leibovitz
A New York connection
The project has a link to the venue used for Type 01’s world premiere. STORIED in New York once housed Leibovitz’s studio. Jaguar also commissioned photographer Frankie Aldino, a mentee recommended by Leibovitz, to make portraits of talent and guests attending the premiere.
Pugh’s collaboration with the photographer builds on her role as Jaguar’s brand ambassador. The campaign is a presentation of the car and the brand’s new identity, rather than a fresh set of technical specifications.
Type 01 orders planned for early 2027
Jaguar describes Type 01 as a luxury four-door grand tourer and the first production model on its dedicated Jaguar Electric Architecture. The company says the car is designed, engineered and manufactured in the UK, with orders opening in early 2027 and prices starting at GBP 130,000. That is the starting price stated in Jaguar’s release, not a confirmed US-market price.
The name combines a reference to earlier Jaguars with the new electric platform: “Type” recalls the marque’s predecessors, “0” refers to zero tailpipe emissions, and “1” identifies the first of the new generation. Jaguar cites the E-type and XJS among the historic cars whose lineage informs the new GT.
Source: Jaguar. Photography: Annie Leibovitz, featuring Florence Pugh and Jaguar Type 01. Image supplied through Jaguar’s Media Newsroom under its User Licence.
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