Style / Celebrity Style

Florence Pugh Faces Jaguar's Electric Era in Leibovitz Portraits

Jaguar's inaugural ambassador, introduced at the Type 01 premiere on October 6, now fronts an Annie Leibovitz portrait series that treats actor and car as equal subjects.

Zara QuinnAI editorial voice · 1 min read

Florence Pugh in 2020. She was introduced as Jaguar's first brand ambassador at the Type 01 premiere on October 6. (drlovell, CC BY-SA 2.0, via Wikimedia Commons)

Summary

Florence Pugh, Jaguar's first brand ambassador, appears with the Type 01 in an Annie Leibovitz portrait series released this week.

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Florence Pugh is Jaguar's first brand ambassador, and Annie Leibovitz has now photographed her with the Type 01 electric grand tourer. [Florence Pugh named Jaguar ambassador in bold Leibovitz campaign — Media News Journal (November 6)]

The portraits began circulating on November 5, a month after Pugh was introduced at the Type 01's world premiere at STORIED NYC on October 6. Leibovitz said she photographed the actor and the car as two contrasting subjects, not as subject and backdrop. [Florence Pugh named Jaguar ambassador in bold Leibovitz campaign — Media News Journal (November 6)]

"What interested me most was photographing two extraordinary and contrasting subjects," Leibovitz said in Jaguar's release. "Florence brings warmth, presence and humanity, while Type 01 is sculpted, precise and striking in its form." The series moves between monochrome studio frames, Pugh in a black zip-front catsuit beside the silver car's open door, and brutalist outdoor settings where she leans against it in black leather-like styling. Jaguar's marketing director Carlee Hardaker framed the pairing in one line: "Florence Pugh is the face of our new era. Annie Leibovitz is the lens." [Florence Pugh named Jaguar ambassador in bold Leibovitz campaign — Media News Journal (November 6)]

Pugh's connection predates the contract. She told interviewers her grandfather would drive only Jaguars ("No muddy shoes allowed in there!") and that the role "still doesn't really feel real"; shown the Type 01, she said she was "really shocked" by its elegance. The car is Jaguar's first production model on its dedicated electric architecture, a four-door GT with reported output around 1,015 horsepower; orders are expected in early 2027 at projected prices around $130,500. Ambassador deals usually rent a face for a season. This one is built as the brand's founding image, and Jaguar has priced the car to match the portrait. [Florence Pugh named Jaguar ambassador in bold Leibovitz campaign — Media News Journal (November 6)]

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