Agent Provocateur (lingerie)

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Agent Provocateur
Industry Apparel
Founded 1994
Headquarters London, England, United Kingdom
Key people
Joseph Corré
Serena Rees
Garry Hogarth
Products lingerie, sleepwear, hosiery, swimwear, accessories, outerwear, fragrances
Parent 3i

Agent Provocateur is a British lingerie retailer founded in 1994 by Joseph Corré and Serena Rees.[1] The company has 100 stores in 13 countries.[2] In 2007, 3i, the private equity firm, purchased 80% of the company for £60 million.[1][3]


Agent Provocateur's first store, on Broadwick Street Store, Soho, London

1994: Early years[edit]

In 1994, Agent Provocateur was founded by Joseph Corré, the son of Vivienne Westwood, and his now ex-wife Serena Rees.[4] The first store was opened in Soho on Broadwick Street.[5]

The company sought to sell colourful and fashionable lingerie though began manufacturing a line of lingerie under the company's name after failing to source via other brands.[6]

2007: Purchase by 3i[edit]

After Corre's and Rees's divorce in 2007, Agent Provocateur was purchased by the private equity firm 3i for £60 million.[4][3] Garry Hogarth stepped down as CEO in February 2016.[4][7][8]


Following the takeover, the company expanded into 13 countries with over 60 stores.[4] By March 2008, Agent Provocateur's profits dropped 18% to £2.2 million due to the cost of expansion.[9]

Products and marketing[edit]

Abbey Clancy wearing Agent Provocateur at Lingerie London, October 2012
Peaches Geldof wearing Agent Provocateur at Lingerie London, October 2012

Current products[edit]


In 2000, the company released their first signature fragrance called Agent Provocateur.[10] Since then, the range has expanded to include more fragrances plus a selection of beauty products and cosmetics.



The company is famous for its provocative videos. Its most recent addition sees Melissa George of Home & Away fame, English model Chloe Hayward and American beauty Elettra Wiedemann all star in the John Cameron Mitchell-directed campaign, which urges women to control their own destinies (while wearing luxury AP lingerie, of course).[11]

In December 2001, company produced a short film that caused controversy due to the film featuring Kylie Minogue riding a bucking bronco wearing the company's underwear.[12]


In previous years, these have included Kylie Minogue (2001)[13] and Kate Moss in 2006[14] and 2008. Hollywood actress Maggie Gyllenhaal took over for supermodel Kate Moss as the new face for the line in 2007.[15]

In January 2014, model Hailey Clauson is the focus of an ad campaign called “Behind Closed Doors,” which was photographed by Miles Aldridge.[16]

Logo and wordmark[edit]

The original Agent Provocateur logo and wordmark were set from an existing over-the-counter typeface. As Corre’s venture grew from a single storefront in London to a worldwide brand, graphic design company House Industries were given the task of redrawing and expanding on the logo. Corre and Rees wanted something that was different and executed in a way that their competitors could not easily steal but also blended in with the existing logo. House Industries penned a flowing Spencerian wordmark as well as a racy and lacy leg logo for everything from tissue paper to fabric monograms.[17]


Agent Provocateur has had some of its advertisements banned by the Advertising Standards Authority (United Kingdom) for "being degrading to women."[18][19]


UK boutiques[edit]

  • Mayfair, London
  • Soho, London
  • Royal Exchange, London
  • Notting Hill, London
  • Knightsbridge, London
  • Selfriges, London
  • Harrods, London
  • Selfridges, Birmingham
  • King Street, Manchester
  • Selfridges, Trafford Centre, Manchester
  • Glasgow, Scotland

Continental European boutiques[edit]

  • Pous Rue Cambon, Paris, France
  • Rue de Grenelle, Paris, France
  • Printemps, Paris, France
  • Cannes, France
  • Madrid, Spain
  • La Puerto Banus, Spain
  • Via Verri, Milan, Italy
  • La Rinascente, Milan, Italy
  • KaDeWe, Berlin, Germany
  • Breuninger, Stuttgart, Germany
  • Ludwig Beck, Munich, Germany
  • Oberpollinger, Munich, Germany
  • Alsterhaus, Hamburg, Germany
  • Vienna, Austria
  • Zurich, Switzerland
  • Jelmoli, Zurich, Switzerland
  • Geneva, Switzerland
  • Prague, Czech Republic
  • Ljubljana, Slovenia
  • Amsterdam, Netherlands
  • De Bijenkorf, Amsterdam, Netherlands
  • De Bijenkorf, Rotterdam, Netherlands
  • Antwerp, Belgium
  • Knokke, Belgium
  • Copenhagen, Denmark
  • Harvey Nichols, Istanbul, Turkey
  • Bucharest, Romania
  • Nevsky Avenue, St. Petersburg
  • Kutuzovsky Avenue, Moscow
  • Stoleshnikov side-street, Moscow
  • Central Universal Department Store, Moscow
  • Four Seasons Mall, Moscow
  • Malaya Bronnaya, Moscow
  • Smolenskaya Square, Moscow
  • Crocus City Mall, Krasnogorsk
  • Kiev, Ukraine
  • Saks 5th Avenue, Almaty, Kazakhstan

North and Central American boutiques[edit]

  • The Mall at Short Hills, New Jersey
  • North Park Mall, Dallas, Texas
  • Madison Avenue, New York
  • Rodeo Drive, Los Angeles
  • Mercer Street, Soho, New York
  • Forum Mall, Caesars, Las Vegas
  • Geary Street, San Francisco
  • Melrose Avenue, Los Angeles
  • Bloomingdales, Orange County
  • Bal Harbour, Miami
  • Coral Gables, Miami
  • Oak Street, Chicago
  • Newbury Street, Boston
  • Atlanta, Phipps Plaza
  • Bloor Street, Toronto
  • Holt Renfrew, Vancouver
  • Holt Renfrew, Montreal
  • Ogilvy, Montreal
  • El Palacio De Hierro, Mexico City
  • Bloomingdales, Beverly Center
  • Bloomingdale's New York

Middle Eastern boutiques[edit]

  • Dubai Mall, UAE
  • Dubai SAKS, UAE
  • Pearl Mall, Qatar
  • Harvey Nichols, Kuwait
  • Beirut Central District, Lebanon

Asian and Australian boutiques[edit]

  • Lane Crawford, Hong Kong
  • Lane Crawford, Canton Road, Hong Kong
  • Park View Green, Beijing China
  • Lane Crawford, Shanghai, China
  • Suria KLCC, Kuala Lumpur, Malaysia
  • Cheongdam, Seoul, Korea
  • David Jones, Sydney, Australia
  • David Jones, Perth, Australia
  • David Jones, Brisbane, Australia
  • David Jones, Melbourne, Australia
  • David Jones, Adelaide, Australia
  • Westfield, Sydney, Australia



  1. ^ a b 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). 
  2. ^ Traill-Nash, Glynis. "Agent Provocateur set for big bash to mark 100th store opening in Sydney". The Australian. Retrieved 11 April 2016. 
  3. ^ a b Attwood, Karen (2007-11-16). "Agent Provocateur sold to private equity firm 3i for £60m". The Independent. London. Retrieved 2010-04-23. 
  4. ^ a b c d "Agent bucks trend in recession". Press Association Ltd. 23 March 2009. Retrieved 24 January 2014. 
  5. ^ Hamilton, Alan (2007-06-21). "Lingerie boss rejects MBE because Blair is morally corrupt". The Times. London. Retrieved 2010-04-23. 
  6. ^ "Joe Corré and Serena Rees: Sex and the City". The Independent. London. 2002-07-29. Retrieved 2010-04-23. 
  7. ^ Santi, Ana (19 December 2008). "Garry Hogarth Interview". Drapers. Retrieved 24 January 2014. 
  8. ^ "Agent Provocateur Rodeo Drive Store Opening Cocktail Party". Getty Images. 17 February 2011. Retrieved 24 January 2014. 
  9. ^ Wilson, Amy (2009-03-23). "Agent Provocateur says lingerie sales hold up". The Daily Telegraph. London. Retrieved 2010-04-23. 
  10. ^ Agent Provocateur Fragrances Archived July 24, 2010, at the Wayback Machine.
  11. ^ Alice Newbold. "Melissa George frolics on catwalk for Agent Provocateur's autumn campaign". 
  12. ^ Andy Tibbs (27 January 2010). Advertising: Its Business, Culture and Careers. Taylor & Francis. pp. 76–. ISBN 978-0-415-54468-9. Retrieved 23 October 2012. 
  13. ^ "Top 10: Agent Provocateur Models - Number 2". Retrieved 24 January 2014. 
  14. ^ "Top 10: Agent Provocateur Models - Number 1". Retrieved 24 January 2014. 
  15. ^ Retrieved on 2009-21-04
  16. ^ Conti, Samantha (22 January 2014). "Agent Provocateur Takes to the Kitchen". WWD. Retrieved 22 January 2014. 
  17. ^ "House Industries". 
  18. ^ Tony Yeshin (25 July 2005). Advertising. Cengage Learning EMEA. p. 24. ISBN 978-1-84480-160-2. Retrieved 22 October 2012. 
  19. ^ Jim Blythe (2006). Principles & Practice of Marketing. Cengage Learning EMEA. p. 48. ISBN 978-1-84480-120-6. Retrieved 22 October 2012. 

External links[edit]