Agent Provocateur for Women

Founders Joseph Corré - Vivienne Westwood’s son - and his now ex-wife Serena Rees were tired of seeing women dress in drab under garments, so opened a store in Soho in 1994 that was filled with colourful and fashion-forward lingerie. They initially set out to sell the best lingerie from around the world, but after not finding enough of what they liked, they created their own brand. The brand has been widely received by the celebrity community, and uses celebrity models for most of the advertising campaigns.