Love Island’s queen of the villa meets lingerie’s most provocative house: Maya Jama is the face of Agent Provocateur Swim 2026, shot at a private Ibiza villa, and the result is every bit as glamorous as that sentence promises.
Some castings just make sense. Agent Provocateur has spent three decades turning swim and lingerie into main-character energy, and Maya Jama has spent the last few years becoming British television’s definitive main character. Put them together at a private villa in the Ibiza hills and you get Swim 2026: a campaign that launched globally on 27 May and instantly took over every feed we follow.
The collection: leopard, chrome and serious hardware
Shot by Claire Rothstein under AP creative director Sarah Shotton, the campaign moves Maya through the collection’s full register: sleek black swimsuits with signature cutouts and gold hardware, shimmering metallic bikinis with chain detail, bold turquoise sets and the house leopard print, plus coordinating cover-ups for the walk from sunlounger to bar. Styling comes from Rhea Francois, with hair by Patrick Wilson, make-up by Letitia Sophia and nails by Keeley Cooper.
The standout for us is the plunging black one-piece with its bold cutouts and gold fittings, a swimsuit engineered with the same corsetry-level structure AP brings to its lingerie. It is the piece that does the campaign’s heavy lifting, and the one we expect to sell through first.
Why Maya works for AP
Agent Provocateur has always cast personalities rather than mannequins, and Maya Jama arrives with the kind of cultural gravity the brand loves: presenter, tastemaker and one of the most-followed women in British entertainment. The Ibiza setting does not hurt either. Between the villa pool, the tennis court and a great deal of golden-hour light, the campaign feels like the summer everyone is trying to have.
Where to shop it
The Swim 2026 collection is live now in the Agent Provocateur swimwear range, with the metallic and leopard pieces expected to move fastest. If the AP price tag makes you flinch, keep our guide to the Agent Provocateur sale bookmarked: swim pieces from previous drops routinely surface there at serious markdowns.
Images: Agent Provocateur, Swim 2026 campaign.
