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Agent Provocateur (lingerie)
Encyclopedia
Agent Provocateur is a British
lingerie
retailer founded in 1994 by Joseph Corré
and Serena Rees
. The first shop was opened on London's Broadwick Street
in the Soho
district in 1994. Since then, the company has opened 30 stores in 13 countries across the globe. In 2007, Agent Provocateur was purchased by the private equity house 3i for £60m.
Agent Provocateur was founded by Joseph Corré
, the son of Vivienne Westwood
, and his now ex-wife Serena Rees
in 1994. The first store was opened in Soho with aims of selling high-end lingerie.
Rees--tired of seeing women dress in drab under garments--came up with an idea to start a lingerie store that was filled with colorful and fashion-forward lingerie. The couple initially set out to sell the best lingerie from around the world. After not finding enough of what they liked, the couple decided to create their own brand.
Rees, along with Corre, developed a strict confidentiality agreement to protect their clientele. The brand since its inception has been widely received by the celebrity community as a result use celebrity models for most of their advertising campaigns.
After Corre's and Ree's divorce in 2007, Agent Provocateur was purchased by the private equity house 3i
for £60m. The company is currently run by Garry Hogarth.
Following the takeover, the company expanded into 13 countries with over 30 stores. By March 2008, Agent Provocateur's profits dropped 18pc to £2.2m because of the cost of expansion.
. The advert, which was shown only in cinemas, pushed the envelope on sexual innuendo
in advertising media and demonstrated the power of internet based viral marketing
.
Lingerie by Agent Provocateur has become popular with celebrities such as Paris Hilton
, Lily Allen
, and Carmen Electra
, and the company often features high profile celebrities to promote its fashion campaigns. In previous years these have included Kylie Minogue
(2001) and for the second time Kate Moss
in 2008 (she previously appeared in ads in 2006).
"Agent Provocateur", the line's first perfume, was launched in 2000. Hollywood actress Maggie Gyllenhaal took over for supermodel Kate Moss as the new face for the line in 2007.
when Pandora Braithwaite
, the Labour MP for Ashby-de-la-Zouch and also the love of Adrian's life confesses during an interview that she buys her underwear from Agent Provocateur in Soho. It is also frequently named in Bridget Jones' Diary and its sequel as a place where Bridget and her friends Shazzer and Jude buy lingerie, including the infamous lilac bra trimmed in fur which snags on Bridget's foot on her trip up the aisle during Jude's wedding.
Also recently featured in the movie 'Burlesque' starring Christina Aguilera. The scene where it's mentioned is one of her performances at the Burlesque house, called 'I'm a good girl.'
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
lingerie
Lingerie
Lingerie are fashionable and possibly alluring undergarments.Lingerie usually incorporates one or more flexible, stretchy materials like Lycra, nylon , polyester, satin, lace, silk and sheer fabric which are not typically used in more functional, basic cotton undergarments.The term in the French...
retailer founded in 1994 by Joseph Corré
Joseph Corré
Joseph Corré is a British businessman best known for co-founding the British Lingerie company Agent Provocateur in 1994...
and Serena Rees
Serena Rees
Serena Rees is a British businesswoman best known for cofounding Agent Provocateur with her then husband Joseph Corré. She currently owns Cocomaya chocolatiers.-Biography:...
. The first shop was opened on London's Broadwick Street
Broadwick Street
Broadwick Street is a street in Soho, City of Westminster, London. It runs for 0.18 mile approximately west-east between Marshall Street and Wardour Street, crossing Berwick Street....
in the Soho
Soho
Soho is an area of the City of Westminster and part of the West End of London. Long established as an entertainment district, for much of the 20th century Soho had a reputation for sex shops as well as night life and film industry. Since the early 1980s, the area has undergone considerable...
district in 1994. Since then, the company has opened 30 stores in 13 countries across the globe. In 2007, Agent Provocateur was purchased by the private equity house 3i for £60m.
History
Joseph Corré
Joseph Corré is a British businessman best known for co-founding the British Lingerie company Agent Provocateur in 1994...
, the son of Vivienne Westwood
Vivienne Westwood
Dame Vivienne Westwood, DBE, RDI is a British fashion designer and businesswoman, largely responsible for bringing modern punk and new wave fashions into the mainstream.-Early life:...
, and his now ex-wife Serena Rees
Serena Rees
Serena Rees is a British businesswoman best known for cofounding Agent Provocateur with her then husband Joseph Corré. She currently owns Cocomaya chocolatiers.-Biography:...
in 1994. The first store was opened in Soho with aims of selling high-end lingerie.
Rees--tired of seeing women dress in drab under garments--came up with an idea to start a lingerie store that was filled with colorful and fashion-forward lingerie. The couple initially set out to sell the best lingerie from around the world. After not finding enough of what they liked, the couple decided to create their own brand.
Rees, along with Corre, developed a strict confidentiality agreement to protect their clientele. The brand since its inception has been widely received by the celebrity community as a result use celebrity models for most of their advertising campaigns.
After Corre's and Ree's divorce in 2007, Agent Provocateur was purchased by the private equity house 3i
3i
3i Group plc is a multinational private equity and venture capital company headquartered in London, United Kingdom. It has offices in 13 countries across Asia, Europe and the Americas and had total assets under management of £12.7 billion as at 31 March 2011...
for £60m. The company is currently run by Garry Hogarth.
Following the takeover, the company expanded into 13 countries with over 30 stores. By March 2008, Agent Provocateur's profits dropped 18pc to £2.2m because of the cost of expansion.
Advertisements
The company is known for producing controversial adverts, such as those released in December 2001 featuring pop singer Kylie MinogueKylie Minogue
Kylie Ann Minogue, OBE - often known simply as Kylie - is an Australian singer, recording artist, songwriter, and actress. After beginning her career as a child actress on Australian television, she achieved recognition through her role in the television soap opera Neighbours, before commencing...
. The advert, which was shown only in cinemas, pushed the envelope on sexual innuendo
Innuendo
An innuendo is a baseless invention of thoughts or ideas. It can also be a remark or question, typically disparaging , that works obliquely by allusion...
in advertising media and demonstrated the power of internet based viral marketing
Viral marketing
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...
.
Lingerie by Agent Provocateur has become popular with celebrities such as Paris Hilton
Paris Hilton
Paris Whitney Hilton is an American businesswoman, heiress, and socialite. She is a great-granddaughter of Conrad Hilton . Hilton is known for her controversial participation in a sex tape in 2003, and appearance on the television series The Simple Life alongside fellow socialite and childhood...
, Lily Allen
Lily Allen
Lily Rose Beatrice Cooper , better known as Lily Allen, is an English recording artist and fashion designer. She is the daughter of actor and musician Keith Allen and film producer Alison Owen. In her teenage years, her musical tastes evolved from glam rock to alternative...
, and Carmen Electra
Carmen Electra
Tara Leigh Patrick , professionally known as Carmen Electra, is an American glamour model, actress, television personality, singer, and dancer...
, and the company often features high profile celebrities to promote its fashion campaigns. In previous years these have included Kylie Minogue
Kylie Minogue
Kylie Ann Minogue, OBE - often known simply as Kylie - is an Australian singer, recording artist, songwriter, and actress. After beginning her career as a child actress on Australian television, she achieved recognition through her role in the television soap opera Neighbours, before commencing...
(2001) and for the second time Kate Moss
Kate Moss
Kate Moss is an English model. Moss is known for her waifish figure and popularising the heroin chic look in the 1990s. She is also known for her controversial private life, high profile relationships, party lifestyle, and drug use. Moss changed the look of modelling and started a global debate on...
in 2008 (she previously appeared in ads in 2006).
"Agent Provocateur", the line's first perfume, was launched in 2000. Hollywood actress Maggie Gyllenhaal took over for supermodel Kate Moss as the new face for the line in 2007.
In popular culture
Agent Provocateur is mentioned in the book Adrian Mole: The Cappuccino YearsAdrian Mole: The Cappuccino Years
Adrian Mole: The Cappuccino Years is the fifth book in the Adrian Mole series, written by Sue Townsend. The book was first published in 1999 by Michael Joseph. It is set from April 30, 1997 until May 2, 1998. Adrian is 30 years of age...
when Pandora Braithwaite
Pandora Braithwaite
Dr Pandora Louise Elizabeth Braithwaite is the love interest of Adrian Mole in the Adrian Mole series of books by Sue Townsend. Pandora came to media attention as Labour Member of Parliament under Tony Blair....
, the Labour MP for Ashby-de-la-Zouch and also the love of Adrian's life confesses during an interview that she buys her underwear from Agent Provocateur in Soho. It is also frequently named in Bridget Jones' Diary and its sequel as a place where Bridget and her friends Shazzer and Jude buy lingerie, including the infamous lilac bra trimmed in fur which snags on Bridget's foot on her trip up the aisle during Jude's wedding.
Also recently featured in the movie 'Burlesque' starring Christina Aguilera. The scene where it's mentioned is one of her performances at the Burlesque house, called 'I'm a good girl.'