AGENT PROVOCATEUR
There are many words to describe her lingerie: controversial, provocative, controversial, exhibitionist, fetishist, sexy and sensual. For some, it is luxury sexual fantasy. For others, functional underwear. However, for everyone, without exception, AGENT PROVOCATEUR is an experience, consolidated partly with the boldness of its products, partly with emotion and the enthusiasm that the brand prints in everything it does. Its provocative lingerie (as the brand name already announces) encourages women to celebrate and enjoy their sensuality. AGENT PROVOCATEUR has British style and a sense of humor.
The story
It all started when Joseph Corré (son of controversial English stylist Vivienne Westwood with Malcolm McLaren, manager of the Sex Pistols band in his heyday) and his now ex-wife, Serena Rees, opened in December 1994 on Broadwick Street, located in the dislocated district of London's Soho, the first AGENT PROVOCATEUR store (in translation, the 'Agent Provocator'), to sell a luxurious and suggestive lingerie line that shocked, seduced and satisfied. The couple intended to establish themselves in the segment of women's underwear, but ended up designing an entire collection of lingerie with lots of color and full of glamor, which sparked a wide social revolution in attitudes towards underwear and sexuality. The line consisted of lingerie that stimulated, enchanted and excited all those who wore and their partners. They were bras, panties, garter belts, corsets beyond provocative. Their unique pieces were well designed, with fabulous fabrics, and most importantly, the feeling of power they provoked in women was second to none.
The opening of the store caused a real frenzy, receiving wide media coverage, only comparable to the attention given to superstars. The public's response to his provocative and daring lingerie was exceptional. The couple created the "sexy chic" concept by launching pieces that explored different styles and tastes, from the most innocent to sadomasochism. And with that, over the years, the brand has conquered space in the luxury market. Years later AGENT PROVOCATEUR began its international expansion with the opening of stores in the United States, Canada, Hong Kong, Russia and some countries in Europe. In addition, his pieces started being sold in sophisticated department stores like Bloomingdale's and even in the traditional Harrods. In the following years the brand expanded its product line, entering the accessories segment with the launch of footwear, socks, sweaters, pajamas, jewelry, glasses, a small line of clothing (composed of dresses) and even sensual items such as masks, slaps -breasts and whips. And AGENT PROVOCATEUR has always understood the important marriage between perfume and seduction. With a unique vision of femininity, the brand has created a highly successful fragrance portfolio.
In addition, a line of special products to promote the brand, Salon Rose, was also developed and sold in more conventional stores such as the retailer Marks & Spencer in 2000. It also entered the music segment, introducing, in 2004, its first CD, called Peep Show, which brought together 13 eclectic songs that together created a journey of sexual discovery. In 2007, after the divorce of the couple who created the brand, the company was sold for approximately £ 60 million to an investment fund. In 2013, the brand again caused controversy with the launch of the lingerie line by Penélope Cruz and her sister Monica, named L'Agent by Agent Provocateur. The campaign film, written and directed by Penélope, was taken down by YouTube shortly after it was published. Pointed by many as the most provocative of the brand, the film showed a profusion of half-naked women in pieces of the collection. Model Irina Shayk and Penélope's sister were among the sexy girls in the film, which also featured actor Javier Bardem. In 2017, the brand was acquired by Four Holdings, owned by billionaire Mike Ashley.
That was how the British brand transformed the underwear industry into a more distinctive and provocative area that advocates for tolerant and sassy sexual liberation. Extravagant and controversial celebrities like Paris Hilton, Lilly Allen, Christina Aguilera, Kate Moss and Carmen Electra are some of the famous clients who helped to build the image of the British brand. Since it was created, the brand has been able to perfectly combine a lot of sensuality and glamor. Even with lust as a constant motto, in all these years of existence, AGENT PROVOCATEUR never fell into vulgarity. But it causes everything and everyone, especially the intrinsic desire to provoke the other. After all, with the sale of whips and breast covers along with bras and panties, the brand helped to create the openly erotic luxury lingerie trend that continues today.
The timeline
1999
Launch, in November, of the brand's official website on the Internet, which caused controversy when it was considered one of the most erotic on the network. Currently, the page is one of the main pillars of communication for AGENT PROVOCATEUR, receiving more than 60 million visits monthly.
2000
Launch, in August, of the brand's first fragrance.
Launch of a line of cosmetics and beauty products.
2001
Launch of its first catalog for collectors with beautiful and provocative photographs.
2005
Launch of the Exhibitionist book containing provocative photographs of storefronts around the world.
2006
Launch of the brand's first perfume line.
Launch of a line of underwear for pregnant women.
2007
Launch of the swimwear collection comprising bikinis and swimsuits.
2008
Launch of the WHITE WEDDING line, composed of pieces created exclusively for brides.
2011
Launch of a luxurious line of bedding.