Goodbye sports, hello bling-bling at Jaguar
This page is translated from the original post "Adieu sport, bonjour bling-bling chez Jaguar" in French.
- 24/03/2025 16:58
The Jaguar Type 00 made a very striking appearance in the streets of the City of Light during Paris Fashion Week.
Unveiled for the first time in Europe after its initial presentation at Miami Art Week in December 2024, the Jaguar 00 concept car stands out for its “bold” aesthetic and new colors. For many, including ourselves, this new vision of Jaguar goes too far in the pursuit of sensationalism, quickly overshadowing the marque’s century-old heritage.
Accompanying the prototype, celebrities such as Barry Keoghan, Jamie Dornan, and Zoë Saldaña added a touch of glamour. Barry Keoghan was seen at the Peninsula Hotel Paris after a Valentino show, while Jamie Dornan made a notable arrival at the Plaza Athénée. Zoë Saldaña, meanwhile, opted for an Yves Saint Laurent outfit during her appearance aboard the Type 00. Need we say, we are unlikely to forget the memorable photoshoot of Audrey Hepburn and Peter O’Toole with a Type E anytime soon.
A risky choice… very risky
But beyond the spotlight, this model raises questions about the direction the brand is taking. Once associated with refined sporty vehicles and timeless elegance, Jaguar seems to be turning a page today. The Type 00, with its flamboyant design and the French Ultramarine color inspired by French arts, marks a clear break from this heritage. While innovation and originality are undeniable, one may feel saddened by this shift towards a “bling-bling” aesthetic, focusing more on appearance than substance.
Proof of this orientation is in the brand’s upcoming opening of a boutique in the Golden Triangle of the 8th arrondissement in France, reinforcing its roots in the luxury world.
The Jaguar Type 00, symbol of the slogan “Copy Nothing,” embodies a new identity for a marque once known for its Type C, D, or E models. This evolution marks the end of the Jaguar era we knew, characterized by less sportiness and more staging. Be careful not to leave enthusiasts on the side of the road.
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