What will become a classic? What will be the trends of tomorrow? How will the aesthetics of our times evolve?
“The Next Classic Guide” is a project from Jaguar and Baracuta that is aiming to define what we will call “a classic” of tomorrow. By creating a Jaguar E-PACE, customised by taking the iconic G9 Harrington Jacket as inspiration, and a limited-edition G9 jacket, the two brands are embarking on a transnational journey in search of the places, styles, trends and names that put a modern twist on all that Jaguar and Baracuta have represented for global culture. Thus, the mission inherent to the “The Next Classic Guide” is cool hunting. In our modern cultural world, this increasingly mixes new models of subcultures that have potential appeal for everyone, taking on extremely different facets depending on the country in which it is sought. And that’s why - starting from the United Kingdom, the home of the two companies that have made Britishness a pillar of their brands - The Next Classic Guide will cross Europe to reach Milan for Milan Fashion Week in February 2022, with a unique event. Undoubtedly, the target audience when it comes to understanding trends are young people, the so-called Millennials or Generation Z and their culture. It is precisely young people who can show us what the most popular trends will be in the near future through their style, opinions and the way they act. The Next Classic Guide will be a veritable interactive guide that will have talent, creators and communities within it, who will be tasked with creating content that goes beyond the single shot or simple message, but are able to define an aesthetic that exemplifies a new way of understanding things, the lifestyle of society and the context of reference: the “next classic”.
You will be able to appreciate places, read articles and look at real works of art created from the inspiration of the two players that are taking to the field: the E-pace, the compact plug-in hybrid SUV, and the G9 Harrington jacket with its timeless identity. Both the E-Pace and the Harrington jacket have been customised for the occasion. Indeed, the car comes in a brand-new “natural” version inspired by the G9 worn by Steve McQueen when driving the Jaguar XKSS. The interior, on the other hand, features the brand’s iconic tartan in overtone, which has also been incorporated into the roof of the car. The interior light bearing the Baracuta logo adds the finishing touch to the customisation. In much the same way, the limited-edition G9 Harrington Jacket features the Jaguar logo on the forearm in a new reflective version.The stars of The Next Classic are artists, bloggers, content creators and digital communication pioneers who will bring their experience and passion for the world of fashion and automobiles when compiling the guide. This is a cross-sector collaboration that is increasingly important in today’s cultural universe, which knows fewer and fewer barriers and limits and that is always ready to welcome change as something positive, adapting to make it work. The journey will start 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 in recent years – will inaugurate the project, which will then move on to London. From then onwards, it will only go in one direction: the next. Elegantly and sophisticatedly, yet with a desire to break the mould and design the future, one in which the two brands will be placed to discover the challenges and opportunities to be faced in advance. All the updates on the project can be found at nextclassicguide.com: follow us on this long journey.