Serena Rees is an entrepreneur and founder of Agent Provocateur, the world’s leader in the luxury lingerie market. As chief executive creative director, she grew the business from one small store in London’s Soho to an internationally recognised brand with stores in 20 countries and license distribution in 68 countries worldwide. In 2007, Rees successfully sold majority control to private equity. With extensive knowledge and creative expertise, Rees continues to build brands and consults on businesses within the fashion, lingerie, beauty, publishing and lifestyle sectors. Rees was awarded an MBE by Queen Elizabeth II for her contribution to the British fashion industry. She lives in London with Paul Simonon, her daughter Cora Corre and their dog Snoop.