A double portrait in the style of Leibovitz

A high-ceilinged hall, with steel beams running along the roof; light streams in through the windows in broad strips. A Gran Turismo in satin-matt silver is parked in front of a grey fabric backdrop; standing next to it is a woman dressed in black, holding a camera in front of her face. Anyone who sees Annie Leibovitz working like this quickly realises: this is not a promotional photograph.

Since the early 1970s, the American photographer has been capturing the greats of her time, initially as chief photographer for *Rolling Stone*, and from 1983 onwards for *Vanity Fair*. Film stars, music legends and even Queen Elizabeth II have posed for her. Now she is focusing on a subject on four wheels: the Jaguar Type 01, together with the British actress Florence Pugh, whom she portrays here as a brand ambassador for Jaguar.

Leibovitz eschews the traditional division of roles between star and prop. She wanted to photograph Pugh and the car with the same curiosity, as two characters with their own distinct presence. On the one hand, warmth and personality; on the other, a bodywork that resembles a sculpture. Pugh leans against the open door in a glossy black catsuit, whilst the Type 01 contrasts with its surfaces and lines. 

The story is set in New York. On 6 October, the Type 01 first appeared digitally on the screens in Times Square before rolling into STORIED in West Chelsea. The building once housed Annie Leibovitz’s studio. That same evening, Jaguar introduced Florence Pugh as the first brand ambassador of the new era. The next generation was also on their minds: Leibovitz personally recommended the young photographer Frankie Aldino, whom she mentors. He took portraits of the guests at the premiere.

And what about the car itself? Jaguar describes this all-electric four-door saloon as the most technologically advanced and powerful Jaguar in the brand’s history. A low roofline, a long bonnet, and a silhouette with a sweeping silhouette. Its lineage stretches back to the E-Type and XJS, yet it copies neither of them – entirely in keeping with the brand’s motto, ‘A Copy of Nothing’. Design, development and manufacturing all take place in the UK. Jaguar will be taking orders from early 2027.

The question remains: who has the better profile in the photos? Why not see for yourself?

→ jaguar.com