Earlier this week, Jaguar launched a dramatic new creative philosophy – Exuberant Modernism. This will underpin all aspects of the new Jaguar brand world. Furthermore, the first physical demonstration of Jaguar’s exuberant design will be shown at Miami Art Week.
While we look ahead to Jaguar’s new philosophy, we also pause to review a memorable artistic collaboration of the past. Back in August 2012, Jaguar announced an exciting partnership with singer-songwriter Lana Del Rey for the launch of its all-new F-TYPE. This was a two-seater sports car that embodied the vitality and innovation of the Jaguar brand. Furthermore, the F-TYPE was set to be unveiled in Paris a month later.
Adrian Hallmark, Global Brand Director for Jaguar, shared his enthusiasm for the partnership: “Singer-songwriter Lana Del Rey will collaborate with Jaguar on the launch of the all-new F-TYPE, a two-seater sports car that is a vivid representation of the vitality of the Jaguar brand. The allure of Jaguar is in large part due to its duality – a unique blend of authenticity and modernity, two values that we believe are shared with Lana in her professional achievements.”
Jaguar’s Legacy and the New F-TYPE
Jaguar has a storied history of creating iconic two-seater sports cars, with legendary models such as the C-Type, D-Type, and E-Type paving the way. This sporting heritage continued with the introduction of the new Jaguar F-TYPE, which promises to be a standout in the sports car market.
Lana Del Rey’s ‘Burning Desire’
To coincide with the launch, Lana Del Rey released a new music video for her track ‘Burning Desire.’ This song also featured as the soundtrack for a special short film titled ‘Desire,’ created by Jaguar and the award-winning producers at Ridley Scott Associates, starring Golden Globe winner Damian Lewis.
A Captivating Music Video
The music video for ‘Burning Desire’ was filmed on location in South East London at the Rivoli Ballroom, a Grade II listed former cinema. Transformed in the 1950s, the ballroom is the only remaining intact venue of its kind in London, making it the perfect setting for Lana Del Rey’s distinctive style. In the video, she performs in a vintage Ghost floor-length silk dress, adding to the video’s elegant and nostalgic aesthetic.
