The history of the Agent Provocateur brand
Agent Provocateur is one of the most recognizable fashion brands in the world, creating lingerie for women. Fascinating, with a rock edge, full of character, perfect for any occasion. What sets them apart is their unconventional approach to lingerie design, innovative ideas, and uncompromising use of the highest quality materials—there are no shortcuts here! Today, the brand is run by women, because who understands women’s needs better than they do themselves? Add to that a charismatic leader who is always ahead of the trends. The history of Agent Provocateur began in the 1990s in the United Kingdom. It’s a truly captivating story, full of twists and turns.
From a single lingerie boutique, in less than 30 years, a major fashion brand has emerged, now recognized in every corner of the world. How did Agent Provocateur become synonymous with luxury lingerie?
From a shop on Broadwick Street to international fame
Agent Provocateur launches its offer in 1994, selling lingerie at a store on Broadwick Street. The company is founded by the married couple Joseph Corre and his wife Serena Rees, and their presence in the fashion and clothing industry is no coincidence—Joseph’s mother is Vivienne Westwood. Her name is well known to fans of punk, rock, and new wave fashion. In 2022, the designer was ranked by Sky Arts as the 4th most influential female artist in the UK over the past 50 years.
Joseph Corre inherited his artistic flair from his mother, had a natural affinity for fashion, and, like her, thrived in his own business. He was the one designing the lingerie and setting the tone for the brand. The journey his company took is reminiscent of the story of Versace.
On the crest of the wave
The year 2007 was a turning point for the couple and their business. Unfortunately, their marriage did not survive, and 80% of the company’s shares were acquired by the Private Equity Fund 3i. The amount they paid was £60 million. By 2009, Agent Provocateur stores had opened in Dubai, the United States, Hong Kong, and Russia.
10 years after selling its shares, the company was acquired by Four Holdings. In recent years, the story of the Agent Provocateur brand has been one of continued expansion. Today, their lingerie is available for purchase worldwide through their online store.
A charismatic and creative soul in a leadership position
For women who adore luxury lingerie, this name is certainly no stranger. Sarah Shotton, the woman in question, has been shaping the feminine world of lingerie since 2010. One of the most recognizable fashion brands in the world. Lingerie coveted by women across the globe, no matter where they are.
The brand is iconic and a popular choice among women in the UK. Women appreciate it for its bold approach to lingerie, for breaking the mold, and perfect cuts that fit beautifully, no matter your body type.
Agent Provocateur lingerie makes a perfect gift, and if you’re unsure about the size, give your loved one a gift card instead. It’s always a guaranteed, luxurious present for her.
The story of the Agent Provocateur brand written by headline-making celebrities
The company is renowned for its provocative and bold videos featuring popular women in leading roles. The short films with Kylie Minogue and Kate Moss have become particularly memorable. However, many more actresses and models have promoted lingerie from the British brand. Daisy Lowe and Maggie Gyllenhaal are among the other well-known women who have worn Agent Provocateur lingerie to promote it.
Women offer other women luxurious solutions for everyday life, special occasions, and the bedroom, as well as simply to feel like a strong, liberated, beautiful woman—regardless of age or size.
Agent Provocateur logo
The brand features a very simple and distinctive logo. It exudes elegance, sophistication, taste, and luxury. It’s the company name written in Spencerian script. This is a distinctive handwriting style used for business correspondence from the mid-19th century and throughout the first three decades of the 20th century in the United States.
The logo marks another chapter in the history of Agent Provocateur, as it didn’t always look this way. Today, this logo is synonymous with luxury lingerie.
Romantic and alluring
Each new collection from Agent Provocateur reveals a fresh perspective. The brand proves that lingerie comes in many forms, from romantic and seductive to special occasion pieces (like birthday sets). The luxury brand’s range includes both subtle, delicate sets and provocative designs, but always with impeccable taste. While Agent Provocateur is known for its controversial films, every lingerie set from the brand exudes elegance.
The offer also includes: swimwear, clothing (such as dresses, trousers, sweaters), silk pajamas, and accessories like stockings and bridal accessories, which will perfectly complement your bridal look.
Luxury for body and soul
Luxury lingerie makes a woman feel more feminine. Made from high-quality materials, it feels wonderful against the skin.
Exceptional products, created by extraordinary women for every woman—that’s the essence of Agent Provocateur. Nearly 30 years on the market speaks to the quality of their products and proves that women adore their lingerie.
Leave a Comment