Agent Provocateur
Accessories / Fragrance / Underwear & Lingerie
The British lingerie retailer Agent Provocateur was started in 1994 by Joseph Corré, son of Vivienne Westwood, and his now ex-wife Serena Rees. Their first store was launched that year in London's ...
The British lingerie retailer Agent Provocateur was started in 1994 by Joseph Corré, son of Vivienne Westwood, and his now ex-wife Serena Rees. Their first store was launched that year in London's Soho district, on Broadwick Street in 1994. The couple’s aim was to sell high-end lingerie. Rees had grown tired of seeing women wear dull underwear and had the idea to found a lingerie shop packed with bright and trendy undergarments. The pair’s initial objective was to offer the finest lingerie from across the globe. As they were unable to locate enough of what they liked, they made the decision to found their very own brand.Brand Details
Founder
Serena Rees
Designer
Sarah Shotton
from
2009to
PresentBrand Strategy
Market segment
Premium
Core business
Underwear & Lingerie
Targets
Women
Agent Provocateur Latest News
Gabbriette on Agent Provocateur's Campaign
Agent Provocateur features Gabbriette as the main face of its "AP Forever" campaign.
Agent Provocateur To Not Sell In Russia
The retail magnate Mike Ashley is receiving backlash for continuing to sell lingerie from Agent Provocateur despite being in a war.
Agent Provocateur launches a new inclusive underwear line...
Agent Provocateur launches a new inclusive underwear line for all sizes
Agent Provocateur Basics lines
Agent Provocateur has launched a Basics line
Agent Provocateur Financial Report 2023
Last fiscal year ended on December 31, 2021