Today, Jaguar is proud to reveal the first in a series of exquisite photographs created by the iconic British fashion and style photographer, Rankin.

‛Rooms by Rankin’ is a special collaboration between Jaguar and Rankin to celebrate the design excellence and unparalleled performance of three key Jaguar sports saloons – XF, XE and the legendary Mk 2.

To create a sense of originality and visual dynamism, Rankin designed and built three bespoke studio rooms, each dressed to reflect the unique character of the car.

With our passion to create innovative, stand-out designs and Rankin’s reputation for fearless creativity, this collaboration makes perfect sense. We asked Rankin to push the boundaries and create a series of images that makes the cars really stand out.


The first photograph is ‘Flying High’, showcasing the Jaguar XF. Using hundreds of individually crafted paper birds, finished in bright orange to create a dramatic contrast with the XF’s striking metallic paintwork, it references the XF’s precision engineering and beautifully crafted exterior.

The second photograph is ‘Moving in the Mist’, featuring the Jaguar XE. Using layers of translucent sheets suspended from specially constructed rigging, aided by several wind machines to create a controlled air flow, the finished picture echoes the flowing form and natural elegance of the XE. 

It’s not often a global automotive brand presents you with an open brief, but that’s exactly what happened this time. They wanted three entertaining and eye-catching photographs to celebrate the core characteristics of each model. And that was it. What a dream brief.
The idea behind the ‘Rooms’ concept was to create a backdrop for each model – a bespoke visual tapestry that is fun and will make people smile. To me that’s what makes all Jaguar cars different and desirable, so I hope we’ve managed to achieve that.