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Naomi Campbell starred in the brand’s 2015 campaign
Credit: Agent Provocateur
It’s the premium sexy smalls band that’s boasted Kate Moss, Naomi Campbell, Emily Ratajkowski, Bar Refaeli and Abbey Lee Kershaw as its faces and a sea of celebrity fans of its risqué lingerie and bedroom accoutrements over the years.
It even featured in the cover story of our relaunched print edition last month in the form of a satin wrap top and bow briefs by Sarah Ellen in The Gold Next Door (page 154 if you’re interested). But alas, British-based brand Agent Provocateur as we know it is no more. (In Australia, specifically.)
Sarah Ellen in the cover story for GRAZIA’s AW17 print edition wearing Agent Provocateur top and briefs
Credit: Steve Chee
Co-founded in 1994 by Joseph Corré (son of British fashion designer Dame Vivienne Westwood and Sex Pistols manager Malcolm McLaren) and his then wife Serena Rees AP was famous for selling wildly expensive racy lingerie alongside bejewelled whips and fluffy handcuffs, and popular with the A-list due in part to the confidentiality agreement all shop staff signed guaranteeing their star customers’ secrets stayed exactly that. However, in March this year it entered voluntary administration and was quickly snapped up by a new parent company.
Kate Moss in her much-hyped 2006 campaign for the brand, which involved short film by Mike Figgis
Credit: Agent Provocateur
But what seems great rescue news for global fans of the brand (like David Beckham, who was regularly spotted leaving the London Flagship store carrying gifts for Victoria back in its heyday) isn’t so much for those in Australia. The new owner, a giant retail distribution company, is shutting down all Australian retail operations according to a report by Patty Huntington for WWD today.
Australian model-turned-actor Abbey Lee starred in the Autumn/Winter 2016 collection campaign
Credit: Mario Sorrenti for Agent Provocateur
Agent Provocateur products have been quietly removed from David Jones stores and all but one of the boudoir-feel boutiques in Australia have closed. The last remaining, situated in Westfield Sydney City centre will stay open until existing stock sells out, or the end of May, depending on which comes first.
While Australians will still be able to shop from the UK online store, they’ll need to board a plane to carry away that signature pink box with the black bow from an Agent Provocateur boutique in person.
Emily Ratajkowski has also starred in one of the brand’s bold campaigns
Credit: Agent Provocateur
Locally-grown luxe lingerie brands like Elle Macpherson Body and internationals Simone Pérèle, Heidi Klum Intimates and La Perla (all still available at David Jones) must be rubbing their hands together in glee. Although, truth is, none of them matches AP’s cheeky-slash-sexy signature style as ideal for high end escort as high society brides.
