5 November 2021

Jaguar and Baracuta have joined forces in a celebration of British design and exploration of future trends.

  • British design collaboration: Two iconic British brands join forces in a European-wide cultural exploration of fashion, art and architecture to identify future design classics  
  • Travelling in style: Starting in London in October 2021 and ending at Milan Fashion Week in February 2022, leading influencers will travel to the creative heartland of major European towns and cities in a one-of-a-kind Jaguar Baracuta E-PACE, curating ‘The Next Classic Guide’ as they go 
  • Dressed for the occasion: A limited edition Baracuta Jaguar G9 jacket has been created exclusively for the road trip 
  • Watch the collaboration launch film here
  • Follow the journey: To follow the ‘Next Classic Guide’ journey go to 


 Jaguar and Baracuta have joined forces in a celebration of British design and exploration of future trends. Established in Coventry (1935) and Manchester (1937) respectively, the two brands have been responsible for creating some of the most iconic and enduring designs across automotive and fashion. Always relevant and at the forefront of cultural conversations, they are now coming together to curate a guide to future design classics – ‘The New Classic Guide’. 

In a celebration of their respective Brand DNA, a one-of-a-kind Jaguar Baracuta E-PACE and a Jaguar G9 Baracuta jacket have been created. Both will play an integral role in the development of ‘The Next Classic Guide’, which will see a host of respected influencers, bloggers, artists and content creators travel to the cultural heartland of UK and European towns and cities, seeking out the places, fashions, trends, and people that will inspire and shape the next generation. 


Starting in London in October 2021 and ending at Milan Fashion Week in February 2022, this ‘cool-hunting’ road trip will visit Germany, Spain, Poland and Austria, exploring the rich and diverse creative sub-cultures which make up the countries’ identity. The ‘The Next Classic Guide’ will be a live and interactive portal, allowing interested observers to follow the four-month journey. 

Kicking off the campaign is British content creator and brand consultant Samutaro - one of the most influential fashion curators of recent years. Samutaro had the opportunity to see the output of the creative collaboration for the first time at Jaguar’s Product Development Centre at Gaydon in Warwickshire. Here he met designer Anna Abell from the Jaguar team which created the bespoke Jaguar E-PACE, inspired by the classic natural G9 jacket. 

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.

Anna Abell
Colour and Materials Designer

The Jaguar x Baracuta E-PACE P300e plug-in hybrid has been created with a bespoke exterior colour, ‘Neutro’. The one-off E-PACE features the same tartan Baracuta uses to line its G9 jacket on both the door trims and boot floor, with the tartan also depicted on the contrast roof. Additionally, the E-PACE features headrests embroidered with the Baracuta crest, Baracuta logo on the rear ¼ window and puddle lamps depicting the Baracuta emblem. 

The Baracuta G9 Jaguar jacket has ‘Jaguar’ embroidered on the sleeve, and on the inside a special edition Jaguar x Baracuta logo. 

You can follow the curation of ‘The Next Classic Guide’ live on

Further information

Follow Jaguar: 




Press Office Jaguar 

Press Office Manager - Public Relations Department: Cinzia Carta 


Follow Baracuta:

Instagram @BARACUTA  

Shop and visit  

Press Office W.P. Lavori In Corso  

Global Head PR Raffaella Ferrari 


Notes to Editors

About Jaguar 

Jaguar has made dramatically beautiful luxury cars since 1935, driven by its passion to make life more extraordinary for its customers. Today's world-class Jaguar model range comprises the XE and XF saloons and XF Sportbrake, F-TYPE sports car, F-PACE performance SUV, E-PACE compact performance SUV and all-electric performance SUV, the I-PACE. From 2025 Jaguar will become a pure electric modern luxury brand with a dramatically beautiful new portfolio of emotionally engaging designs and pioneering next-generation technologies. The journey towards electrification is already under way with a range of mild and plug-in hybrid and full electric models available today. 

About Jaguar E-PACE 

The E-PACE is the compact SUV of Jaguar's performance PACE family. The car features the advanced Premium Transverse Architecture, a choice of efficient Ingenium powertrains – including Plug-In Hybrid (PHEV) and Mild Hybrid Electric Vehicle (MHEV) technologies – state-of-the-art connectivity and luxurious interiors. New technologies, including wireless Apple CarPlay® will provide added convenience and connectivity*. Wireless Android Auto™ will also become available at the same time*, making E-PACE ownership more connected than ever. The E-PACE family is available with a choice of 2.0-litre Ingenium MHEV powertrains, ranging from the efficient D165 and D200 diesels to the smooth and powerful P200 and P250 petrols – all with a nine-speed automatic transmission and All-Wheel Drive as standard. In addition, the car is available with an efficient three-cylinder P300e PHEV powertrain. 

About Baracuta 

Baracuta is one of the most historic British clothing brands. Born in Manchester in 1937, its iconic G9, G4 and G10 have become timeless classics. The G9 is still today one of the most celebrated icons in the history of menswear; created by the Miller brothers in 1937, with the characteristic and distinctive Fraser Tartan lining, granted to the Millers by Lord Fraser, chieftain of the Lovat. In 1964 the G9 Baracuta became universally known as the "Harrington" jacket thanks to the popularity of Ryan O'Neal who wore it in the role of Rodney Harrington in Peyton Place. In recent years this classic of the British style, which has always been loved in the world of golf, has also been adopted by several youth subcultures, including mods, punks, skinheads and various English rockers. 

The Baracuta flagship store is in Milan in Via de Amicis 24, 20123. 

W.P. Lavori in Corso, founded in 1982 by Cristina Calori, is an international group of historic and authentic brands. The mission of W.P. is the research, distribution, and licensing of the best original brands from all over the world, ensuring their best positioning. W.P. is the owner of the brands Baracuta, B.D. Baggies and Avon Celli. W.P. it is also the exclusive distributor of the brands of Barbour, Blundstone and Palladium. 

The sales network of W.P. Work in Progress includes 3 Barbour Store, 1 Baracuta Store, 8 WP Store.