From Soho to Las Vegas, Agent Provocateur is the first stopping point for sexy lingerie connoisseurs. Since they founded the company in 1994, Serena Rees and Joseph Corre revolutionized the lingerie market with their nostalgic and seductive creations. When a celebrity enters one of her boudoir-style stores, the news is quickly revealed in the tabloids, especially since acquisitions may include panties with no bottoms, sequins disks to cover nipples or high-heeled slippers decorated with colored fur. However, we probably will never know the desires of the stars because the AP saleswoman, who looks like a doll in her pink baby camisole dress (designed by Vivianne Westwood, who happens to be Joseph’s mother) swore never to reveal the secrets of its VIP clientele.

The couple, Rees (born 2968) and Run (born 1969) design a full range of lingerie suited to glamour goddesses, as well as sexy accessories, jewelry, leather pieces, shoes, and socks. In 2000 an award-winning perfume was launched, and shortly afterward it was the turn of innumerable costumes for the house, with bath and room lines – candles, lotions and even a balm for the nipples. Famous for the daring shop windows of its boutiques and its equally welcoming website, the passion of Agent Provocateur is evident in everything it does.

Provocateur products are not only present in the sexiest bedrooms worldwide, but the brand was part of the exhibition – Cutting Edge at the Victoria & Albert Museum in London in 1997, and also at the “The Inside Out” exhibition at The Design Museum in 2000. Whether it’s explicit content ads, music projects such as the 2004 CP Peep Show, or the collaborations with Marks & Spencer and Tate Modern, the AP aims to promote sexual liberation, always with the best taste possible.

By Terry Newman, Edited by Terry Jones & Susie Rushton

Photo credit: Matt Jones, Model: Lisa Marie