Sunday, January 04, 2009

Details of Agent Provocateur's next two campaigns revealed

Agent Provocateur keeps pumping out those ad campaigns. The lingerie giant has revealed details of its next two campaigns via WWD. The latest installment titled, "Pan and the Vestry of Virgins," is the third in the series and is due for release in January (visuals are not available yet). It follows "Season of the Witch" and "Pirate Provcateur" installments (above) which stars Helena Christensen, Alice Dellal, and brand founder, Joe Corre.
Models in the forthcoming campaign will portray AP maidens under siege and Pan, the Greek God of fertility.

"Again, with Pan we were looking at various ideas. Pan is a very pagan motif and it's all about rites of spring, and it fitted very well with our spring collection. There's a certain wildness about it, like Pirates. But it's light, angelic and mythical with a certain softness and conveys the pleasures of the pagan ritual," said Corre.

"Pirates is very popular with us because they are outlaws and in a way, Agent Provocateur is a brand which was started independently and carved its own path through the fashion industry," he said. "In a sense, it doesn't necessarily obey the rules of retail marketing and appeals to the inner outlaw of people. It looks like such a romp."

A romp is certainly right. Take for example the above picture. The brand is also on the verge of launching more boutiques and two in-store shops in the U.S. at Bloomingdales.

"When we started the Agent Provocateur brand in 1994 in the U.K., there was a strong recession," he said. "It's not like we're going off like gang busters, opening up stores all over the place. Stores take 18 months to three years to really establish themselves. That's across the board in retail. We like to establish a business with customers who make a purposeful trip to our stores."

The fourth installment in the campaign series is titled "Picnic Debauch". It is slated for late spring 2009.


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