In the backstreets of Hoxton, Aaron Esh presented his SS25 collection in a seemingly typical fashion: they split the runway into sections lined with editors exchanging whispers and glances across the room. When the models finally arrived, they showcased a range of black garments, including floor-grazing silk gowns, skinny leather trousers, sheer blouses, and sharply tailored pieces, all mixed with ripped denim and baseball caps. Katy England, known for her role in blending punk, hedonism and decadence at Alexander McQueen, collaborated with Aaron on the styling. Perhaps the most surprising aspect of the show was the creative bursary he received from Jaguar, which helped finance this rising fashion star’s showcase last September.

As part of their ongoing efforts to promote originality in the arts, the British luxury vehicle company is undergoing a vibrant transformation and adopting a bold new visual identity. Starting next year, the brand is focusing on an all-electric future and aims to foster closer ties with the creative industries. Last week, they kickstarted this initiative by collaborating with artists during Miami Art Week in the city’s renowned Design District. At Basel, the art fair where a duct-taped banana sold for $5.2 million, visitors can be gifted limited-edition t-shirts from the artist Slawn while attending his exhibition at Saatchi Yates, or witness the beginning of a new era in electric vehicles. There truly is something for everyone.

The unveiling reimagines the experience of witnessing the unveiling of the first Jaguar E-Types at the Geneva Motor Show in 1961 – a moment unlike anything people had ever seen before. The same can be said for the new Jaguar Type 00 concept car and the creative collaborators brought in to emphasize this moment. Aaron Esh is not the only one benefiting from Jaguar’s new vision; Campbell Addy, Patience Harding, Ibby Njoya, and Yagamoto all showcased new work in response to Jaguar's updated ethos and rebranding efforts.

THE CONCEPT CAR

Concept cars are akin to haute couture, similar to those stunning runway pieces that never quite make it to retail. They are designed to showcase innovative ideas, expertise, and skills. These vehicles offer a glimpse into what could be and what lies ahead in the near future. For instance, the Jaguar Type 00 is not available for purchase, but its sleek lines, minimalist interior, and striking color options – ‘Miami Pink’ and ‘London Blue’ – certainly pique interest and curiosity about what Jaguar is developing. This is potentially the car of the future or, as described by the team, “It’s a concept with bold forms and exuberant proportions to inspire future Jaguars.”

THE DETAILS

The vehicle features large 23-inch wheels adorned with both strikethrough and monogram detailing. A unique element includes a brass ingot that conceals rearview cameras for added functionality. The choice of brass was inspired by previous collaborations with artists. The concept car boasts a satin finish, clean symmetrical lines, and unfinished brass surfaces, along with a “digital detox” function that eliminates all digital displays in favor of a more manual driving experience. Additionally, Kradvat textiles were used throughout the design.

THE ARTISTS

Featuring Campbell Addy, Patience Harding, Ibby Njoya and Yagamoto, the exhibition space championed and highlighted a strong selection of British artists. Upon entering the space, you’re engulfed in the rainbow world of Njoya, curving its way around the room. In the second room, Yagamoto and Campbell Addy showcased a collaborative film, and Patience Harding used her skills in set design to build an entire environment responding to the new Jaguar.

THE AFTERPARTY

Skepta and his DJ collective, Mas Tiempo, ended the night with a lively house set that kept the room energised.