Launched on Wednesday, the new campaign by British lingerie brand Agent Provocateur unveiled on its digital platforms and global billboards in New York, Los Angeles and London a series of ultra-sexy shots featuring its new muse ‘The Provocateur’, Paris Hilton. 

Celebrating its 30th anniversary this year, Agent Provocateur presents the actress and businesswoman in a campaign conceptualized by creative director Sarah Shotton, and captured by photographer Greg Williams.

“Modeling lingerie isn’t just about fashion and being hot, it’s about embodying empowerment, glamour, and of course, having fun with it. Preparing for The Provocateur campaign was all about getting into that mindset: embracing my inner strength, confidence, and the undeniable allure that Agent Provocateur has championed since 1994” said Hilton. “Working with Sarah Shotton and Greg Williams has a been a complete dream”, Hilton added. “We had such an amazing day on set; the vintage Hollywood Hills vibe had me channeling my inner provocateur. I have always been an Agent Provocateur devotee but now I’m also an AP girl for life!“.

Shotton, who has served as creative director for 25 years, commented on the campaign, describing Paris as a “true provocateur”.

“She’s fearless, feminine, and unafraid to live by her own rules”, said Shotton. “She’s been part of our Agent Provocateur family for a long time. She has worn and loved the brand forever, and even helped open our Melrose Avenue store back in 2000. Finally working together like this really was a dream come true, a pinch me moment. And having Greg Williams as the photographer made for a dynamite combination!”

Through this new campaign, Agent Provocateur wants to reconnect to its origins with a deep sense of nostalgia. “Autumn/Winter’s collection features outrageously decadent pieces, steeped in lashings of vampy-inspired glamour that speak loudly to the brand’s fearless female devotees,” said the brand. 
 
In this Autumn/Winter campaign with Hilton, Agent Provocateur focuses on couture-style ranges. In addition to lingerie, jewelry pieces are unveiled for the first time and will be available online and in-stores worldwide next month. 
 
Since its creation in 1994, Agent Provocateur has enlisted numerous celebrities for its campaigns, from Monica Cruz to Poppy Delevingne, Charli Howard and Liberty Ross.

Today, the brand is distributed in a dozen countries around the world via its own boutiques and franchises. Since 2017, the brand has been owned by British entrepreneur Mike Ashley, founder of the Frasers Group and also owner of Sports Direct.