Campaign

AUTUMN WINTER 2016

AUTUMN WINTER 2016

‘Look for the woman in the dress. If there is no woman, there is no dress.’

For twenty years, Agent Provocateur has been creating the sexiest lingerie in the world. Twenty years at the top means that we know more about the woman in the underwear than most. We know that if there is no woman, there is no underwear, and for Autumn Winter 2016 we have built on our brand heritage to create an all-encompassing collection of lingerie for that woman.

Her needs, her lifestyle, her work, rest, and playtime: the sexuality of the modern woman is our core. Who better to capture the essence of a woman’s sex and sensuality than Mario Sorrenti? The supernova photographer partners up with Agent Provocateur to shoot this season’s campaign, with Abbey Lee Kershaw as its incandescent modern muse.

Says Sarah Shotton of the shoot, ‘I was completely starstruck to work with Mario. I’ve never seen anyone work in the way that he did. He loves the brand and that really came through; he wanted to strip everything back – nothing but Abbey, the underwear, and that electric magnetism between them. It was an intensely sexy shoot.’

The underwear chosen for the campaign represents the new focus of the brand – to cater to the modern woman with a range of pieces that can be mixed and matched for any occasion, and at a variety of prices. From a standalone French knicker to a knockout rubberised Chantilly lace corset, these are pieces that can be worn however you choose, and in any way you desire.

Abby Lee Kershaw was the perfect ‘woman in the underwear’ for the campaign. Actress, model, artist, musician, she is a perfect example of modern femininity. ‘What really struck me about Abbey,’ says Shotton, ‘is that despite her beauty and her accomplishments, she is not intimidating. She’s cool, and fun, and inherently sexy but still the kind of woman you want to go for a drink with. A woman’s woman.’

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Posted Jul 17, 2016
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