Agent Provocateur is one of the most popular lingerie lines on the market today. Known for its sexy yet playful pieces, the line has grown to include much more than just knickers and garters. Joseph Corre and Serena Rees opened the first Agent Provocateur shop in December 1994 to quite a media frenzy.
The UK-based company introduced their lingerie as a juxtaposition to the prudish British view that contends any and everything having to do with sex is sleazy. They aimed to create a high-quality product with a creative panache meant to both excite and enchant.
After the immediate and great success of their first store, Corre and Rees began to open more stores in the UK and eventually overseas. Just over a decade later, the brand has grown to include a thriving mail order catalogue and an award-winning web site. What is particularly unique about Agent Provocateur is the way that they established their brand.
By employing a creative marketing scheme that included shop windows, cinema advertising, catalogues and events, the lingerie line attracted a bevy of media coverage and began the modern interpretation of the ever-popular use of lingerie in fashion magazines as well as on the runway.