Founded in 1994 deep in Soho’s underbelly, Agent Provocateur carved out a notorious anti-establishment narrative inspired by its punk roots, and became renowned for not being afraid to shake things up. Straddling the 90’s and Noughties, AP brought the hidden to the forefront and provided women with lingerie that screamed confidence, sensuality and irreverence.
Today Agent Provocateur is an iconic global brand, known for our provocative attitude, exceptional design, exquisite fabrics and our playfulness. We remain inspired by our rebellious roots and revel in pushing the boundaries of ordinary. Agent Provocateur spans across Europe including the UK, France, Germany, Spain, Russia and Scandinavia as well as the United States, Canada, UAE and Asia. Each boutique is a luxury emporium decked out in boudoir-inspired décor that complement the collections and indulge the customer.
The in-store Agents wear the iconic pink house coat designed by Vivienne Westwood. Agent Provocateur has an award-winning website which receives over 20,000 visitors a day. The e-commerce facility delivers worldwide, offering women everywhere exquisite lingerie: beautifully packaged and discreetly delivered. Agent Provocateur’s campaigns, cinema advertising and events have all attracted extensive media coverage.
In January 2009, the video ‘Proof’ starring Kylie Minogue was named the number one cinema advert of all time in a Digital Cinema Media poll. Now encompassing swimwear, beauty, hosiery, and accessories in addition to lingerie and ready-to-wear, Agent Provocateur continues to excite and push boundaries on a global scale.