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‘East of Eden’ Star Florence Pugh Stuns in a Sleek Black Halter Look as Jaguar Names Her the Face of Its New Era

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Few car launches come with a red-carpet moment attached, but Jaguar clearly wanted this one to feel like a cultural event. The British marque chose New York for the world premiere of its long-awaited electric grand tourer, and it brought a famous guest to help. The Jaguar Type 01 reveal quickly became as much about fashion and celebrity as horsepower.

The setting matched the ambition. The event took place on Tuesday at STORIED in West Chelsea, zip code 10001, and was preceded by digital takeovers of Times Square, DUMBO and the Lower East Side. The car itself arrived dramatically, driven to the venue by António Félix da Costa of the Jaguar TCS Racing team.

The biggest headline of the night, however, was about a person. Jaguar announced Florence Pugh as the inaugural brand ambassador for its new era, describing her as someone who embodies originality, fearlessness and creative spirit. Photos from the night quickly circulated online, with fans praising how striking she looked.

Pugh went for a sleek, sharp black outfit that let her accessories do the talking. She wore a tailored halter-style vest with a plunging neckline and fabric-covered buttons, with a flowing black skirt beneath. Layered sparkling necklaces dropped down the neckline, matched by stacked bracelets on her wrists.

Her beauty look was equally bold. She paired a deep red lip and glossy black manicure with blonde hair swept into a high bun, finished with short, blunt bangs. The warm copper velvet drapes behind her gave the portraits a cinematic glow.

It is a very fitting setting for an actress who has long been known for daring fashion choices. During a New York press run for ‘Thunderbolts’ in April 2025, she wore a string of standout designer looks across a single day, including a custom black leather halter dress from Loewe. This outfit continues that streak of confident, theatrical dressing.

The Type 01 is a major moment for the brand. Jaguar called it the biggest moment since the Jaguar name was born in 1935, and it is the first production Jaguar built on the new Jaguar Electric Architecture. The four-door luxury GT is designed, engineered and built in the UK.

On the technical side, it offers more than 1,000PS and an 850-volt electrical architecture. Jaguar claims a 400-mile EPA range, and says it can add 200 miles in 13 minutes using 350kW charging. Prices start at £130,000, with orders opening in early 2027 and first deliveries expected in the second half of that year.

Jaguar managing director Rawdon Glover said in the company’s official announcement that the car makes “no compromise between design and engineering.” He compared that ambition to the days of the E-type and XJS, two of the brand’s most celebrated models.

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This reveal arrives at a delicate time for Jaguar. The carmaker’s rebrand nearly two years ago drew heavy criticism and was widely mocked online. According to City AM, the company has also not had a new car on sale in the UK since late 2024.

That context explains why Jaguar leaned so heavily on culture and star power in New York. Alongside Pugh, British singer-songwriter Sienna Spiro, the Best New Artist at the 2026 MTV Video Music Awards, gave an intimate live performance. Chef Roze Traoré also created an exclusive menu inspired by Jaguar’s creative vision.

Guests walked through displays about how the car came together. These included a hanging aluminum version of the single line drawn by designers at the start of the project, and tire marks from a test track that illustrate the car’s dual character. The message was clear: Jaguar wants to be seen as a creative, design-led brand again.

Whether the new approach wins over buyers is still an open question, especially with electric vehicle demand cooling in the US. But the launch certainly got people talking, and naming a star as high-profile as Pugh gives the brand a fresh face to rally around. Her fashion-forward image looks like a deliberate match for a car that is built to be noticed.

What do you think of Florence Pugh’s Jaguar launch look?

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