Two people holding a red plaid jacket featuring embroidered graphics and logos including "B Baracuta" and "Jaguar."

Jaguar X Baracuta.

London to Milan Fashion Week.

Jaguar x Baracuta: The Next Classic Guide

Collaboration, 2021

30 Million Reach.

Designer: Anna Abell.

To create a truely unique E-Pace by tastefully introducing the famous Baracuta Fraser Tartan onto the Exterior and Interior. The vehicle embarked on a 6 month journey from Milan Fashion Week in February 2022, to Milan Fashion Week in September 2022.

Car interior with plaid door trim and stitching details
Top view of a white car with a plaid pattern on the roof and a decal on the side window, featuring dark tinted windows and a sleek design.
Car window with Baracuta logo and text reading 'Baracuta England'
Man sitting in a car with plaid interior, wearing a graphic t-shirt and striped pants.
Man wearing green jacket, white shirt, and cap sitting in a car, holding the steering wheel.
Person sitting on the edge of an open car door wearing a black jacket, green hoodie, and black sneakers. The car door features a plaid pattern. In the background, there is a tree with autumn leaves.

Beginning at the Jaguar Design Studio in the U.K. the two brands travelled across Europe visiting Germany, Spain, Belgium, The Netherlands and Czech Republic before reaching their final destination, Milan in time for Milan Fashion Week 2022. Throughout the stops, the vehicle met with a diverse selection of creatives and digital pioneers to share their experiences of the worlds of fashion and automotive, updated onto the interactive “Next Classic Guide”.

Collaged magazine articles featuring collaboration between Baracuta and Jaguar, highlighting their European tour and classic styling concept.

GQ

Storytelling was a huge part of this project. Keen not to just plaster ‘Baracuta’ over an E-Type, we considered our internal Brand Strategy, as well as how to introduce Baracuta Tweed and soft fabric to the product. I worked to design an Aero wrap that supported both brands, and considered small details like imitation fabric tags and tonal tweed graphics.

Woman at a desk reviewing car design sketches with a white car in the background.

Nikki Heaton Studio.

McLaren - Solus Gran Turismo