Agent Provocateur (lingerie)
Agent Provocateur's first store, on Broadwick Street Store, Soho, London
Sarah Shotton (Creative director)
|Products||lingerie, sleepwear, hosiery, swimwear, accessories, outerwear, fragrances|
Number of employees
Between November 2007 and March 2009 the company opened 13 shops expanding to the US, Russia, Dubai and Hong Kong
By March 2008, Agent Provocateur's profits dropped 18% to £2.2 million due to the cost of expansion.
Garry Hogarth stepped down as CEO in February 2016.
In March 2017, the business entered administration. As part of a "pre-pack" deal, it was purchased by Four Holdings, a company one-third owned by British businessman Mike Ashley who reportedly paid around "£25m after seeing off competition from private equity firm Lion Capital."
The company is known for its provocative videos. Australian actress Melissa George, English model Chloe Hayward and American model Elettra Rossellini Wiedemann appeared in a John Cameron Mitchell-directed campaign, which urged women to control their own destinies while wearing the company's lingerie.
Other models have included actress Maggie Gyllenhaal in 2007, British model Daisy Lowe in 2008, and model Hailey Clauson in a 2014 ad campaign photographed by Miles Aldridge. In January 2019, the brand hired plus-size model Charli Howard to front their Valentine's Day campaign, entitled "A Love Letter To Myself".
Logo and wordmark
The original Agent Provocateur logo and wordmark were set from an existing over-the-counter typeface. As Corré’s venture grew, graphic design company House Industries redrew and expanded on the logo. They penned a flowing Spencerian wordmark as well as a racy leg logo for products including tissue paper and fabric monograms.
- "Mike Ashley firm buys lingerie firm Agent Provocateur" (Business). United Kingdom: BBC. BBC. 2 March 2017. Retrieved 2 March 2017.
- Cooper, Leonie (11 January 2008). "G2: Style: Frilly business: We may demand cheap clothes, but we are prepared to splash out a lot more on what lies beneath. Leonie Cooper on the boom in luxury underwear". The Guardian (London).
- Traill-Nash, Glynis. "Agent Provocateur set for big bash to mark 100th store opening in Sydney". theaustralian.com.au. The Australian. Retrieved 11 April 2016.
- Hamilton, Alan (21 June 2007). "Lingerie boss rejects MBE because Blair is morally corrupt". The Times. United Kingdom. Retrieved 23 April 2010.
- "Joe Corré and Serena Rees: Sex and the City". The Independent. United Kingdom. 29 July 2002. Retrieved 23 April 2010.
- "M&S launches underwear boutiques" (Business). United Kingdom: BBC. BBC. 23 October 2000. Retrieved 15 March 2017.
- "3i announces restructuring to cut costs" (Business). United Kingdom: BBC. BBC. 29 June 2012. Retrieved 1 April 2017.
- Attwood, Karen (16 November 2007). "Agent Provocateur sold to private equity firm 3i for 60m Pounds". The Independent (Business News). United Kingdom. ESI Media. Retrieved 22 March 2017.
- Wilson, Amy (23 March 2009). "Agent Provocateur says lingerie sales hold up". The Telegraph (Retail and Consumer). United Kingdom. Telegraph Media Group Limited. Retrieved 22 March 2017.
- "Agent Provocateur lined up for possible sale as boss Garry Hogarth steps down". The Independent. 9 February 2016. Retrieved 15 September 2017.
- Newbold, Alice (2 September 2013). "Melissa George frolics on catwalk for Agent Provocateur's autumn campaign". The Telegraph (Fashion). United Kingdom. Retrieved 15 March 2017.
Ella Alexander (22 March 2018). "Last year, Agent Provocateur entered administration - this year, its future couldn't look brighter". Harpers Bazaar. Retrieved 26 May 2020.
Agent Provocateur's campaigns were among the sexiest in fashion, featuring Kate Moss, Kylie Minogue and Maggie Gyllenhaal all in various states of empowered déshabillé.
- Wilson, Giles (7 September 2004). "Happy hours with non-stop ads?" (AD BREAKDOWN). United Kingdom: BBC. BBC. Retrieved 15 March 2017.
- "Top 10: Agent Provocateur Models - Number 2". Askmen.com. Retrieved 24 January 2014.
- "Serena Rees explains how Agent Provocateur has found success on the internet". Campaign. Retrieved 21 December 2018.
- "Agent Provocateur site offers voyeuristic experience". Campaign. Retrieved 21 December 2018.
- Briggs, Caroline (27 October 2006). "Film-maker Figgis frames London" (Entertainment). United Kingdom: BBC. BBC. Retrieved 15 March 2017.
"Maggie Gyllenhaal Stars in New Agent Provocateur Campaign". Elle magazine. 9 March 2007. Retrieved 26 May 2020.
Hot on the heels of Kate Moss' starring role in last year's sensational Agent Provocateur campaign (yes the one of Kate in four steamy Mike Figgis films which crashed the AP website!) Today Maggie Gyllenhaal is revelled as the new star of Agent Provocateur's 'The Adventures of Miss A.P' - the lingerie label's sexy new ad campain [sic].
- "Daisy Lowe" (Switch). United Kingdom: BBC. BBC. 2008. Retrieved 17 March 2017.
- Conti, Samantha (22 January 2014). "Agent Provocateur Takes to the Kitchen". WWD. Retrieved 22 January 2014.
- Glamour. "'You were perfect already - I was just blind to it': Charli Howard's love letter to her body is so damn empowering". Glamour UK. Retrieved 26 January 2019.
- "House Industries".
- Tony Yeshin (25 July 2005). Advertising. Cengage Learning EMEA. p. 24. ISBN 978-1-84480-160-2. Retrieved 22 October 2012.
- Jim Blythe (2006). Principles & Practice of Marketing. Cengage Learning EMEA. p. 48. ISBN 978-1-84480-120-6. Retrieved 22 October 2012.
Media related to Agent Provocateur (lingerie) at Wikimedia Commons