Jaguar just put Florence Pugh in front of Annie Leibovitz's lens and called it the next chapter of its comeback. The result arrives as a portrait series built around the Type 01, the electric model carrying the weight of the brand's entire relaunch.

Pugh is Jaguar's first-ever brand ambassador, a title the company created specifically for this new era. The photos arrived a month after the Type 01's world premiere in New York, timed to keep the momentum from that reveal going.

Leibovitz, the portrait photographer known for her work for publications such as Rolling Stone and Vanity Fair, shot the series at Storied NYC, a venue that once housed her own studio. That gives the project a personal thread beyond the usual brand shoot. She described the appeal as putting two very different subjects side by side. Leibovitz said:

'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.'

Pugh called the partnership a natural fit for her own instincts. She said:

'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.'

Jaguar's marketing and communications director, Carlee Hardaker, tied the imagery directly to the company's broader pitch. "Together, they capture the fearless creative vision that defines Jaguar today," Hardaker said.

Behind the photography sits a car Jaguar calls the most technologically advanced and powerful model in its history.

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