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Agent Provocateur

Agent Provocateur

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Country: United Kingdom
Founded: 1994 1990s
Category: Clothing Bags Accessories Footwear Eyewear Fragrance
Related brands: Clothing brands founded in the 1990s Clothing brands from United Kingdom

Overview

Agent Provocateur is a British lingerie brand founded in 1994 by Joseph Corre and Serena Rees in Soho, London. Since its founding, it has been known for an attitude of “sexually empowered” expression rooted in its punk heritage, with “subverting the male gaze to empower women” as its guiding principle. Sarah Shotton currently leads creative direction, and the brand offers luxury lingerie designed in-house, primarily through boutiques in London, New York, LA, and Paris.

Concept

innovative design with freedom and pleasure in mind

Related brands

Parent brands and sub-brands, ordered by founding year.

Related brands: 1 brands
Founded: 2012

Year Brand Category Description

2012

L'Agent by Agent Provocateur

Sub-brand

Clothing

An extension line offering a separate entry point to the main line.

A diffusion line launched in 2013 as an extension of Agent Provocateur. Created by Penelop

A diffusion line launched in 2013 as an extension of Agent Provocateur. Created by Penelope Cruz and Monica Cruz in collaboration with Sarah Shotton, it was developed separately from the main line with broader distribution and a more diverse customer base in mind. In addition to lingerie, it offered accessories, nightwear, and swimwear, and expanded to London, New York, Los Angeles, and Montreal. It was positioned as a separate entry point that complemented the main line’s expression.

2012 Sub-brand

L'Agent by Agent Provocateur

Clothing

An extension line offering a separate entry point to the main line.

A diffusion line launched in 2013 as an extension of Agent Provocateur. Created by Penelop