“The Next Classic Guide” is a project created by Jaguar and Baracuta with the aim of trying to define what tomorrow we can call “a classic”. Through the realization of a Jaguar E-PACE customized starting from the iconic G9 Harrington Jacket and a limited edition G9, the two brands set off on a transnational journey in search of places, styles, trends and characters that rework in a modern key, in step with the times, all that Jaguar and Baracuta have represented for global culture.
Jaguar and Baracuta have teamed up in a celebration of British design and an exploration of future trends. Born in Coventry (1935) and Manchester (1937) respectively, the two brands have created some of the most iconic and timeless designs in the automotive and fashion world. Both, always relevant in the contexts of cultural exchanges and interactions, now Jaguar and Baracuta join in the initiative: “The New Classic Guide”.
The mission inherent in “The Next Classic Guide” is therefore cool-hunting, which in the modern cultural world increasingly blends new models of subcultures that have a potential appeal for everyone, taking on very different facets depending on the country in which it is sought. .
And that’s why – starting from London, the capital of the United Kingdom, home of the two brands that have Britishness made a pillar – The Next Classic Guide – will cross Europe, visiting Germany, Austria, Spain, France, Belgium, Holland, Poland, Czech Republic, to finally arrive in Italy, in February, on the occasion of Milan Fashion week 2022, with a unique event.
The journey will begin, from the Jaguar Design Studio in Gaydon, in the Midlands, where the English content creator and brand consultant Samutaro – one of the most influential fashion curators of recent years – will inaugurate the project which will then move to London for the official start.
Samutaro, who kicks off the road show, had the opportunity to visit Jaguar’s Product Development Center in Warwickshire and meet the designer Anna Abell, responsible for creating the Jaguar E-Pace, inspired by the classic natural jacket G9.
From then on there will be only one direction: Next. With elegance and refinement, but also with the desire to break the mold and design the future in which the two brands will place themselves by discovering in advance the challenges and opportunities to be faced.
Surely the target audience for understanding trends are young people, the so-called Millennials or Generation Z and their culture. It is precisely young people who can indicate which trends will be most followed in the near future through their style, their opinions and their way of acting.
The Next Classic Guide will be conceived as a real interactive guide, within which they will move talent, creator e community who will have the task of creating contents that go beyond the single shot or the simple message, but are able to outline an aesthetic that is exemplification of a new way of understanding things, the lifestyle of society and the reference context: that of the “next classic”.
It will be possible to recognize places, read articles and look at real works of art created on the inspirations of the two actors who take to the field: the E-Pace, Jaguar’s compact SUV in a plug-in hybrid version and the G9 Harrington jacket, with its value identity unchanged over time.
Both the Jaguar E-Pace and the Harrington jacket have been customized for the occasion. In fact, the car is presented in a brand new “natural” version. The interiors reflect the brand’s iconic tartan, which is also re-proposed on the roof of the overtone car. The customization is completed by a courtesy light customized with the Baracuta logo. Likewise, the limited edition G9 Harrington Jacket incorporates the Jaguar logo on the forearm, in a brand new reflective version.
Among the protagonists of the initiative, therefore artists, bloggers, content creators and pioneers of digital communication who will make available their experience and passion for the world of fashion and the world ofand the engines in compiling the guide.
A cross-sectoral collaboration, increasingly important in today’s cultural universe, which knows less and less barriers and limits, and which is always ready to welcome change as something positive, adapting it to exploit it to its own advantage. All updates on the project on: www.nextclassicguide.com