Jaguar’s transformation into its bold new electric era gained a striking visual chapter this week with the release of a portrait series by legendary photographer Annie Leibovitz. The images, which began circulating widely on Instagram and official channels around November 5, 2026, place British actor and Jaguar’s inaugural brand ambassador Florence Pugh alongside the Type 01 luxury grand tourer. To be clear, the images treated both as equal subjects rather than using the car as mere backdrop.
The collaboration follows Pugh’s introduction as the face of Jaguar’s reimagined identity at the Type 01’s world premiere on October 6 at STORIED NYC in West Chelsea—a venue that once housed Leibovitz’s own studio. There, Pugh appeared in a tailored black Patrick McDowell look, signaling the brand’s emphasis on originality, fearlessness, and creative spirit. The new portraits extend that narrative, uniting three distinctive forces: Pugh’s presence, Leibovitz’s unmistakable eye, and the Type 01’s sculptural form.
“Two Extraordinary and Contrasting Subjects”
Leibovitz approached the shoot with characteristic precision and curiosity. In the official Jaguar release, she explained:
“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.”
The resulting images range from monochrome studio settings—where Pugh appears in a glossy black zip-front catsuit beside the open door of the silver Type 01—to outdoor architectural scenes with brutalist concrete forms, where she leans against the car in sleek black leather-like styling, wind in her hair. Interior shots capture her reclining in the cabin. The series emphasizes contrast: human warmth against precise, metallic sculpture.
Pugh on the Partnership and the Car
For Pugh, the alignment feels natural. She told Jaguar:
“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. 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.”
Earlier magazine interviews reveal deeper personal roots. Speaking to British GQ around the October launch, Pugh recalled her grandfather’s devotion to the brand: “The only cars my granddad would drive were Jaguars, and it was a big sense of pride for him. I remember him trying to explain to us how important and how special they were. As kids, he was like, ‘No muddy shoes allowed in there!’” She added that the role “still doesn’t really feel real” and that she is “hugely proud to be connected to such a legacy brand and to a brand that not only makes us proud, but also makes us want to do better.”
In a Travel + Leisure feature published alongside the Leibovitz images, Pugh described the relationship as feeling “a little bit like a fever dream.” She reflected: “I have grown up with the understanding that Jaguar is a brand that you should feel proud to drive, you should feel proud to be a part of. We as Brits are immensely proud of this heritage brand… I feel like if [my granddad] was still here with us, he would be very proud that I am in this relationship with Jaguar now.” On the Type 01 itself, she told GQ she was “really shocked” by its elegance and that “having an electric car that looks like that is so special; the Brits are going to be proud.” She also noted the power and craftsmanship, drawing on childhood experiences with engines and motorbikes.
Jaguar’s Marketing and Communications Director Carlee Hardaker framed the pairing succinctly: “Florence Pugh is the face of our new era. Annie Leibovitz is the lens. Together, they capture the fearless creative vision that defines Jaguar today.”
The Type 01 Context
At the center is the Type 01, Jaguar’s first production car on its dedicated Jaguar Electric Architecture. The four-door luxury GT features dramatic proportions—a low roofline, long bonnet, and sleek silhouette. Clearly drawing lineage from icons like the E-type and XJS while delivering what the brand calls its most technologically advanced and powerful model yet. Reports note figures around 1,015 horsepower and rapid acceleration. Designed, engineered, and built in the UK, orders are expected to open in early 2027, with projected starting prices around $130,500 / £130,000.
The Leibovitz series, with styling by Rebecca Corbin Murray, hair by Shon Ju, and makeup by Alex Babsky, marks the next chapter after the New York premiere. It also nods to emerging talent: at the STORIED event, Leibovitz mentee Frankie Aldino (personally recommended by her) captured portraits of guests.
In an industry crowded with celebrity-car pairings, this one stands out for its intentional equality of subject and its grounding in both British heritage and forward-looking originality. The Instagram drop and official release have already driven strong engagement. To be clear, the images circulated widely across entertainment and automotive coverage. For Jaguar, Pugh, and Leibovitz, it is a clear statement of fearless vision. And one that treats both the person and the machine as characters worth examining closely.
