Joseph Corré and his wife Serena Rees founded iconic lingerie brand Agent Provocateur in 1994. With an initial flagship store in London’s Soho district, Corré, son of Vivienne Westwood and Malcolm McLaren, and Rees, daughter of two Cambridge University graduates, sought to create a lingerie label that was, above all, empowering for women to wear.
With racy campaigns that starred the likes of Kylie Minogue and Kate Moss, Agent Provocateur established itself as a brand that embraces a fierce and unapologetic attitude. Since its inception, Agent Provocateur has gone on to become a global empire with former sales clerk Sarah Shotton taking over as creative director in 2010.
Maintaining the label’s founding principles, impeccable craftsmanship, and design expertise, Shotton has replaced Agent Provocateur’s former seriousness with a more lighthearted approach. Thongs, bras, corsets, and garter belts arrive in sheer mesh, lace, and satin fabrics, while delicate bows and criss-cross detailing add an element of unexpected feminine charm. The collection also explores swimwear, offering bikinis and one-piece swimsuits with seductive cut-out constructions.
Since its debut, Agent Provocateur has continued to create alluring underwear for the strong, independent woman, establishing itself as a leading force in lingerie design.