Realising Every Woman's Inner Agent Provocateur

An essential part of become a woman is learning that a good pair of knickers is the key to confidence. Since 1994, Agent Provocateur have been a household name for fashion-forward underwear, where sexy doesn't mean anti-feminist. For their new S/S 24 campaign, long-standing creative director Sarah Shotton returned to the brand's rebellious roots.

'Agent Provocateur has always been a brand for everyone. I see it as almost like a club where you're given the opportunity to explore your sexuality in an empowered, fun way. A chance to let loose your alter ego!', Shotton says. 'The campaign imagery has always been quite fantastical and the ideal AP woman has always had a powerful, magnetic energy that the customer feels every time they put on the lingerie. It's not just about the product itself, it's about the femme fatale confidence that comes with it - and the sense of community of knowing you've found your inner Agent Provocateur!'

In a series of retro interiors, from bedroom to kitchen, AP muses styled by Karen Langley are photographed in the new campaign by Carin Backoff. They're naughty, even mischievous says Shotton, subverting the traditional domestic interior. The storyline - in this case a rockstar's muse after hours 'combines with creating a 'mood that the customer can envision themselves as being part of. The models in our campaigns are never just passively existing - they're always having fun...on their own terms!'

The resulting images, which are in equal parts gorgeous, sexy and empowering, come from creating a safe atmosphere on set, explains Shotton. 'We know that posing in lingerie can be daunting (even if you're a professional model!), and any discomfort will show in the final photos. So it's crucial to me to ensure an environment that prioritises the women and make sure everyone on set feels relaxed. It's also key to make sure whoever is fronting the campaign is more than just a pretty face - the AP woman is as much about personality, confidence and wit as much as looks.'

So what's Shutton picking from the new collection? 'There are SO MANY ranges that I love from this collection, so this is a hard one to answer! I think if I had to save one piece, it would be the Marlie body. It has lots of flirty frill details and is the perfect balance of fun and sexy! I especially love the striptease/undressing possibilities with the tie-side pompoms that just beg to be undone...'