Inside AP

Sarah Shotton

Sarah Shotton

In March 2010, Sarah Shotton was appointed Creative Director of Agent Provocateur. Sarah grew up in County Durham, in North East of England and then studied fashion at Central St. Martins College, London.

Sarah began work as an apprentice at Agent Provocateur in 1999, under the founders Joe Corre and Serene Rees. With over a decade of experience within the company, she has been involved in many aspects of the business and been integral in maintaining and evolving the brand image and philosophy. Whilst working on the shop floor in the Soho Boutique, she gained a great understanding of the AP woman and her needs. She has also created many iconic, ingenious windows and has developed individual store concepts with each store having it’s own personality.

Sarah likes to technically challenge the boundaries of lingerie by using laces and fabrics in non-traditional ways to create dramatic shapes for maximum impact. She celebrates the female form; every new shape is developed to flatter, entice and empower women.

“Before you buy sexy under- things, have an open mind. Be willing to surprise yourself and the person you’re dressing for”

– Sarah Shotton for Vogue Paris, March 2014

Through the years Sarah has developed numerous collections, ranging from signature AP to iconic such as the sensual Fifi, sexy Cendrillon and the dramatic Nikita with it naughty ouvert. Her belief that bigger girls should be able to wear sexy underwear has seen Agent Provocateur grow their size ranges extensively. The Ohh Err Mr range with it fun postcard print was one of the first cup-sized bikinis and was famously on an iconic Jennifer Lopez Esquire cover. Sarah has also worked on projects with Giles, Pringle and John Smedley. Sarah’s personality shines through her collections, which are seductive and luxurious with a hint of naughtiness.