Agent Provocateur

Agent Provocateur is a lingerie brand created by Joseph CorrÈ and Serena Rees in December 1994. Because of the wide media coverage, the brand gained overnight popularity. The establishers launched their products with the aim of creating high-quality designer lingerie that had a creative flair to arouse both the wearer and the partner. The company’s promotions assured that the woman who wore Agent Provocateur’s lingerie would feel confident and positive.

As the company started growing, it opened its stores in UK, America, Middle East, Russia, Hong Kong and the other parts of Europe. The business also expanded through mail order catalogues and an award winning website. The other tools of promotion for placing the firm on fashion map included shop windows, cinema advertising, catalogues and events. Soon, the company extended its brand to the designing and manufacturing books, shoes, jewellery, fragrances and beauty products which came to be sold in over 65 countries across the world. In 2000, Agent Provocateur was asked to design an exclusive line of sumptuous smalls, known as the ’Salon Rose’, for Mark and Spencer, giving masses the luxurious lingerie range. The company has a dedicated range for bridal lingerie, swimwear, maternity wear and classic look.

In February 2004, the company entered the world of music with ’Peep Show’, an album of 13 tracks, which was written and produced by Joseph CorrÈ and Luca Mainardi. ’The four dream of Miss X’, a film released by the company, premiered on September 2006.