Agent Provocateur’s core aesthetic principle holds that strength and confidence are sexy. Their designer lingerie has the power to enchant and arouse both those dressed in it and those who behold it. In developing a website and other communication materials for the brand, the central challenge was to convey the empowering value of its underwear through the concept of unattainability. The website’s female models tease viewers from the monitor. They are in control, but remain untouchable. Only purchase transforms an alluring fantasy into reality.
Magic and MayhemIn 2006, we built the Agent Provocateur website around the theme of ‘magic.’ Drawing inspiration from Victorian Music Halls, Vaudeville, and turn-of-the-century circus posters, every detail was based on images coming to life, and blurring the barrier between fantasy and reality. Another facet of our ‘Magic’ campaign involved re-skinning a #23 bus in London in Agent Provocateur fashion. This racy outdoor media campaign inadvertently brought Oxford Street to a standstill when it debuted. In fact, numerous minor traffic incidents were reported between Liverpool Street and Westbourne Grove that were attributed to the vehicle’s provocative imagery. London Transport has since changed its regulations on advertising permissible across its network.
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