Guide Note

Agent Provocateur is a UK based lingerie company known for its controversial ad campaigns. A 2001 campaign featuring singer Kylie Minogue was criticized for its racy content. More recently, Maggie Gyllenhaal was featured in a campaign and reportedly fired.

Agent Provocateur first opened in 1994 with a shop located in the Soho district on Broadwick street in London, and now has boutiques in 13 countries including New York, Vancouver, Las Vegas, Los Angeles, Paris, Vienna and Berlin.

Agent Provocateur was created by founders Serena Rees and Joseph Corré, son of fashion designer Vivienne Westwood and Malcolm McLaren, the ex manager of the The Sex Pistols.

Agent Provocateur is becoming increasingly popular among the Hollywood elite, with frequent purchases by Paris Hilton, Christina Aguilera, and Carmen Electra. The company has used high profile celebrities in their fashion campaigns like Kate Moss, Kylie Minogue and Maggie Gyllenhaal

In 2006 Agent Provocateur, launched its first perfume, and hopes with its success, there will be other future cosmetic releases.

Fast Facts

1. Founder by Serena Rees and Joseph Corré
2. First boutique opened in 1994
3. Perfume launched in 2006
4. Shops in 13 countries