Agent Provocateur (lingerie)

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Agent Provocateur in Broadwick Street, Soho
Agent Provocateur in Broadwick Street, Soho

Agent Provocateur is a well known lingerie brand based in the United Kingdom. The company has stores in 13 countries across the globe including major cities such as London, New York, Vancouver, Las Vegas, Los Angeles, Paris, Vienna and Berlin. The first shop was opened on London's Broadwick Street in the Soho district in 1994.

The company is known for producing controversial adverts, such as those released in December 2001 featuring pop singer Kylie Minogue. The advert, which was shown only in cinemas, helped push the envelope on sexual innuendo in advertising media and helped demonstrate the power of internet based viral marketing.

The company was founded by Joseph Corré and Serena Rees. Corré is the son of British fashion designer Vivienne Westwood and Sex Pistols' ex-manager, Malcolm McLaren. In June 2007, Corré was awarded the MBE for his services to the fashion industry in the Queen's Birthday Honours list. However, he controversially rejected the honour in protest of outgoing Prime Minister Tony Blair's actions regarding Iraq and Civil Liberties.

The company has a popular standing with celebrities such as Paris Hilton, Christina Aguilera, and Carmen Electra. Traditionally the company features high profile celebrities to promote their fashion campaigns. In previous years this has included Kylie Minogue (2001) and Kate Moss (2006). The current campaign features actress Maggie Gyllenhaal.

Agent Provocateur is mentioned in the book Adrian Mole: The Cappuccino Years when Pandora Braithwaite, the Labour MP for Ashby-de-la-Zouch and also the love of Adrian's life confesses during an interview that she buys her underwear from Agent Provocateur in Soho. It is also frequently named in Bridget Jones' Diary and its sequel as a place where Bridget and her friends Shazzer and Jude buy lingerie, including the infamous lilac bra trimmed in fur which snags on Bridget's foot on her trip up the aisle during Jude's wedding.

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