Agent Provocateur (lingerie)
Agent Provocateur is a British underwear brand known for its opulent designs and provocative advertisements. Customers include celebrities such as Paris Hilton , Christina Aguilera , Kate Moss and Nicole Kidman . This sometimes leads to paparazzi lurking for celebrities in front of the entrances to the shops.
Retail stores
The company was founded by Joseph Corre and his wife Serena Rees. The first store opened in Soho in December 1994 . Right from the start, value was placed on a certain cult status, for example through extravagant display design and the pink blouses that are part of the work clothes of the shop assistants. Since 1996 it has also been possible to order catalogs. The catalog was designed just as extraordinary as oversized playing cards with motifs from Alice in Wonderland , photographed by Tim Bret-Day.
There are now 17 stores in Great Britain, New York, Los Angeles, Las Vegas, San Francisco, but also Dubai, Hong Kong, Moscow, Paris, Berlin, Hamburg, Vienna and Zurich. Orders can also be placed online since 1999. The first shop in German-speaking countries was opened in July 2006 in the Galeries Lafayette in Berlin , shortly afterwards another shop in downtown Vienna . The initiator of the expansion is the Austrian designer Gregor Pirouzi , who used to work for Westwood. In October 2006 the first shop in Switzerland was opened in Zurich. In Stuttgart there is now a shop at Breuninger, and in Munich at Ludwig Beck on Marienplatz.
advertising
Agent Provocateur has some successes with its advertising campaigns:
At the end of 2001 a video clip was created in which Kylie Minogue "proves" that AP is the most erotic underwear. To do this, she rides an electric bull in underwear. This spot is a well-known example of viral marketing . The spot won the title of Best Cinema Commercial of the Year at the British TV Awards .
August 2004, another famous video clip is made in which Dita Von Teese (in AP uniform ) visits a George Dubya (who is remarkably reminiscent of George W. Bush ) and plays sadistic games with him . The song for it She's Lost Control was contributed by Siobhan Fahey .
In 2006 a series of video clips starring Kate Moss and directed by Mike Figgis caused a stir.
PR or engagement?
In 2008, at Vivienne Westwood's fashion show for the next winter in London, a striking orange wool slip was shown, which had been designed by the human rights organization Reprieve in cooperation with the underwear brand and carried the slogan "Fair Trial My Ass" (translation: a fair trial ? Ass! ). This was intended to advocate compliance with human rights at the US military base in Guantánamo in the context of this highly regarded fashion show .
Agent Provocateur Perfume
- Agent Provocateur (2000)
- Agent Provocateur Eau Emotionelle (2006)
- Maîtresse (2006)
- Strip (2007)
- L'Agent (2011)
- Petale Noire (2012)
- Fatal (2014)
- Fatale Pink (2014)