Agent Provocateur has landed its autumn campaign, and it has spent the budget well: Irina Shayk, shot by Steven Klein, in an underground car park lit like a crime scene.
It is called Everyone Remembered Her, and Shayk plays what the label has christened the Neo-Diva. Klein shot it under creative director Sarah Shotton with styling by Patti Wilson, and the whole thing happens around one black car and one chair, in blue-black light, with a red set arriving like a flare. One frame is just the aftermath: heels, stockings and a red thong on the concrete.
“Irina has an extraordinary presence and confidence,” Shotton says. “There was something incredibly powerful about watching her become the Agent Provocateur Woman.” The Neo-Diva idea is about inheritance. “We’ve got something happening now. A generation who are AP natives, who grew up with mothers who wore us. She inherits the attitude but owns it with a more deeply embodied confidence. She feels entitled to her femininity, her sexuality, her freedom and her vulnerability. She doesn’t need to play it up.”
The pieces are priced like Agent Provocateur. Josephina is the way in, with a plunge underwired bra at £165, full brief £130, suspender £165, thong £110 and a bodysuit at £275. Andiee climbs steeply, £250 for the bra, £275 for the suspender and £495 for the babydoll. Lottina’s high-apex bra is £165 with a £95 thong, and Dioni tops the shoot at £380 for the brief and £475 for the suspender.
See the full campaign at Agent Provocateur, then shop the new season range and lingerie.
Earlier this year the label put Emily Atack in a Hertfordshire stately home and Maya Jama in its swimwear. More in our Lingerie Guides.
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