Jaguar Puts Annie Leibovitz Behind the Camera for Type 01 and Florence Pugh
The photographer whose former New York studio hosted the Type 01's debut has now shot the car with Jaguar's first brand ambassador. The car's facts haven't changed.
Jaguar has hired Annie Leibovitz to photograph the Type 01 alongside Florence Pugh, the actor it named as the first ambassador of its relaunched brand last month. The portrait series, released Thursday, is the first piece of marketing built around the production car since the electric GT's New York debut and $130,500 US price.
The choice of photographer isn't random. The Type 01 was unveiled on October 6 at STORIED in New York, a West Chelsea venue that once housed Leibovitz's studio. Jaguar says that location was picked to tie the car to her legacy, and the new series closes the loop: the same photographer, now shooting the same car.
The images show Pugh in black leather leaning on the Type 01's rear quarter outside a concrete bunker, plus behind-the-scenes frames from a studio session with the car against a gray studio backdrop. Leibovitz said she treated the car and the actor as two separate characters in the frame rather than using the Type 01 as a backdrop.
Jaguar also commissioned Frankie Aldino, a Leibovitz mentee she recommended for the job, to photograph guests at the New York premiere. Behind-the-scenes photography is credited to Kathryn MacLeod, and styling to Rebecca Corbin Murray.
Why Jaguar is spending on portraits, not spec sheets
Jaguar's relaunch began with a 2024 teaser that showed no cars at all and was widely mocked online, and the brand has spent the time since trying to turn that attention into something it can sell. Pugh and Leibovitz are the next step: two names with far broader reach than any automotive outlet, attached to a car that most buyers still haven't seen in person.
The timing also fits the wider picture at JLR. Days before this release, Range Rover confirmed it will drop the Evoque and Velar after 2027, pushing the group further upmarket, and the Type 01 is part of the same strategy. At $130,500, the Jaguar sits above a Porsche Taycan and only $7,500 below the Range Rover Electric, so the brand needs a reason for people to pay that money that goes beyond its 1,015 hp and 118-kWh battery.
The release restates the basics without adding anything new for buyers: the Type 01 is built in the UK on Jaguar's dedicated JEA electric platform, orders open in early 2027, and UK pricing starts at £130,000. Jaguar hasn't said how many Type 01s it plans to build, whether the US price includes destination, or what the EPA range will be on the standard 23-inch wheels. Those answers are due with the order books; for now, the brand is selling the photographs first.
