EXCLUSIVE: Paris Hilton Models New Agent Provocateur Lingerie Campaign
The Y2K revival continues to live on.
And who better than Paris Hilton to embody its return? The entrepreneur and DJ, now 43 and a new mom, is the face of Agent Provocateur, which is celebrating its 30th anniversary.
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“It’s the ultimate tribute to iconic femininity,” Hilton said of modeling for the new fall campaign in celebration of the milestone, in a statement to WWD. “AP has always embodied empowerment and elegance to me and to join them in this celebration of legacy is an honor.”
Introduced in 1994, Agent Provocateur was launched in England by then husband-wife duo Joseph Corré and Serena Rees. In 2007, it was acquired by private equity firm 3i before later getting purchased by investor group Four Holdings. It made a mark in the 2000s, redefining the lingerie category with sexy collections and provocative video campaigns with the likes of Kylie Minogue and Kate Moss.
Hilton herself attended the opening of the Los Angeles store back in 2000, said Sarah Shotton, Agent Provocateur’s creative director. Shotton conceptualized the campaign with Hilton, which was shot in L.A. by photographer Greg Williams.
“For me, she’s sexy, bold and provocative,” Shotton said of Hilton. “Paris is amazing, and she’s a huge fan of AP. I made her some wedding lingerie and a special kimono for her. She’s a proper AP girl.”
Shotton, a graduate of Central Saint Martins, has been with Agent Provocateur for 25 years, starting out as Corré’s right hand before designing for the brand. The new collection was inspired by Hammer Horror, the British film production company known for its gothic and fantasy films like 1958’s “Dracula.”
“It’s also old school Hollywood,” Shotton added, of the line’s influence. “I would say, it’s quite retro.”
The brand has been leaning into ready-to-wear lingerie fabrics, Shotton said, with Italian tulle, French lace, silk satin and detailed beading.
Agent Provocateur was recently featured in Charli XCX’s new music video for “Guess,” featuring Billie Eilish. The brand’s lingerie is seen flying as Charli XCX sings, “You wanna guess the color of my underwear?”
Shotton said to expect more cultural moments for the brand as they continue to celebrate.
“The anniversary kicks off this September and runs through the whole of next year,” she said.
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