It’s been known for some time now that Jaguar is looking to make the jump upmarket, attempting to compete with Rolls-Royce and Bentley rather than Mercedes-Benz and BMW, and the latest step in their transition is a new advertising campaign.

The company aims to become a fully electric ultra-luxury brand by 2025, with all of their models costing at least six figures. In order to accomplish that, this new ad campaign attempts to position themselves as the automotive equivalent to some of the most exclusive luxury fashion brands.

“We are actually part of that world, but we don’t really communicate the brand in that way. We are quite rooted in automotive tradition,” said Stuart Schorr, Vice President of Communications for Jaguar Land Rover North America to Automotive News Europe. “And as we try and elevate and move into the future, sometimes you just need a strong break.”

The first round of ads, which can already be seen on the automaker’s Twitter account, feature sharp-dressed models as the focus, while the cars are deliberately left dark and colorless so as not to be the center of attention. We’re not sure how making cars the afterthought of the scene is the best strategy to sell them, but we won’t argue with what is likely a very tactical marketing move on Jaguar’s part.

Nevertheless, the ads will run in relevant fashion magazines such as Harper’s Bazaar, Elle, and Esquire in order to attract that clientele, as well as in Road & Track to entice the automotive enthusiast population. “We’ve made this conscious effort in our advertising, in our social media and in our photography to be much more refined, much more elegant and much more modern-looking,” said Schorr.

This ad campaign marks the beginning of Jaguar’s “Reimagine” plan, which aims to phase out their current crop of vehicles by 2025 in favor of an all-electric lineup. Part of this includes creating vehicles that are more luxurious and customizable overall and deserving of a $100,000+ price tag, as well as totally revamping the dealership experience to match.