Jaguar Taps Annie Leibovitz to Shoot Florence Pugh and the New Type 01

Put Florence Pugh in front of Annie Leibovitz’s camera and you already have our attention. Add Jaguar’s new Type 01, and suddenly the Oscar-nominated actor has some rather sculptural competition.

For its latest creative collaboration, Jaguar has brought together the photographer, its inaugural ambassador for a new era, and a luxury grand tourer with little interest in blending into traffic. The resulting portrait series gives Pugh and Type 01 equal billing—a deliberate choice by Leibovitz, who approached the car as a subject with a personality of its own.

Photo Credit: Jaguar

“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. 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.”

That interplay gives the collaboration its appeal. Pugh’s presence meets the car’s precise lines, creating a visual conversation about character, confidence, and the pleasure of being a little unexpected. For Jaguar, it is also another opportunity to establish the creative identity behind its transformation, with Pugh helping introduce the brand’s next chapter.

“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,” Pugh said. “Collaborating with Annie Leibovitz on these images was a remarkable experience. She has an incredible ability to capture character and individuality, and bringing that together with the bold vision of Type 01 made this a truly special creative collaboration.”

The setting adds a particularly good full-circle detail. Type 01’s New York world premiere culminated at STORIED NYC, which once housed Leibovitz’s studio. A space connected to her photographic legacy became the backdrop for Jaguar’s introduction of its future.

Leibovitz’s influence extended beyond the campaign itself. Photographer Frankie Aldino, her mentee and personal recommendation for the project, captured portraits of talent and guests attending the premiere at STORIED. The commission brought an emerging perspective into an evening anchored by one of photography’s most recognizable names.

“Florence Pugh is the face of our new era. Annie Leibovitz is the lens,” said Carlee Hardaker, Jaguar’s marketing and communications director. “Together, they capture the fearless creative vision that defines Jaguar today.”

As for the car commanding its share of the camera’s attention? Type 01 pairs a low roofline and long bonnet with a sleek silhouette and proportions designed to make an entrance. Jaguar describes it as the most technologically advanced and powerful model in its history, with a lineage that draws on the E-type and XJS while giving the grand tourer a distinctly new expression.

Designed, engineered, and manufactured in the UK, Type 01 will open for orders in 2027, with prices starting at $130,500. The Leibovitz portrait, presumably, is extra.

CREATIVE CREDITS

Photography: Annie Leibovitz

Featuring: Florence Pugh and Jaguar Type 01

Styling: Rebecca Corbin Murray

Florence Pugh wardrobe courtesy of: Rebecca Corbin Murray

Hair: Shon Ju

Make‑up: Alex Babsky

BTS Photography: Kathryn MacLeod,  @kmacnyc

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