Jaguar Joins Forces With An Unlikely Partner

Design / Comments

These two powerhouses will decide what's going to be cool in the future.

Jaguar and famous British clothing designer Baracuta have joined forces to celebrate British design and explore future trends. The two brands were established two years apart - Jaguar in Coventry in 1935 and Baracuta in Manchester in 1937. Since then, both have created iconic pieces in the automotive and fashion industries.

The result of their working together will be called "The New Classic Guide." In essence, it's a guide to what Jaguar and Bracuta think will be future design classics. Each brand went out and created its unique piece for this collaboration. Jaguar came up with a one-off Jaguar Baracuta E-Pace, while Baracuta designed the Jaguar J9 Baracuta Jacket.

Jaguar
Jaguar
Jaguar

This is not the first time a carmaker has teamed up with a fashion house. Mercedes partnered with Heron Preston to make clothing out of used airbags, and Volvo recently got into the shoe-making game. Puma regularly works with automotive designers to create limited-run shoes.

To create The New Classic Guide, Jaguar and Baracuta will use a bunch of influencers, bloggers, artists, and content creators. They will travel across the UK and other European towns seeking out the places, fashions, trends, and people that will inspire and shape the next generation.

The content creation already started in late October and will end at the Milan fashion week in February 2022. Along the way, the Jag and the jacket will visit Germany, Spain, Poland, and Austria, exploring the rich and diverse creative sub-cultures which make up the countries' identities.

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Puma
Puma
Puma
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"Design is at the very heart of the Jaguar and Baracuta brands. Both have created design classics that have stood the test of time and remained relevant in the face of ever-changing tastes and cultural trends. It was, therefore, great to be given the responsibility of bringing these two brands together in this collaboration, after all, they have enjoyed a long association with many of the World's most iconic figures from stage and screen coveting both." said Anna Abell, color and materials designer.

The E-Pace question is based on the P300e plug-in hybrid model, which is unavailable in the US. It has a bespoke interior color called Neutro. The interior also uses the same tartan Baracuta used on the J9 jacket on the door trims and the trunk floor. The headrests have also been embroidered with the Baracuta crest, while the puddle lamps depict the Baracuta logo.

Jaguar
Jaguar

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