Raise your glasses please, for Agent Provocateur and its Pump It Up campaign for its Spring – Summer 2019 lingerie collection.
Apart from being stupendously sexy, the new campaign features a multitude of women of all races and showcases the stronger yet sassy side of femininity.
Pump It Up campaign #Stretchtherules
Stretch the rules this season and give into your inner power. This season, Agent Provocateur is inspired by the art of dance and self-expression through the body.
The heart-racing, adrenalin-pumping, rush of endorphins you get when losing yourself in music is the same feeling that wearing Agent Provocateur provides – for you and whoever you choose to reveal it to.
The iconic Pump Up the Jam by Technotronic is the perfect song to reflect the supercharged nature of the collection.
“The lyrics and their meaning of letting go and setting the floor on fire encapsulate the message of the season and the feeling that AP brings to any situation,” says Sarah Shotton, Creative Director.
The steamy moves they perform are courtesy of Danielle Polanco, who has previously choreographed and danced for divas like Janet Jackson, Beyoncé and Jennifer Lopez.
The pieces in the campaign, styled by Ursina Gysi, allow for movement and expression through the body and are minimal enough to let the dancers and their moves take centre stage. The designs are like a second skin, from the sheer, delicate Phoebe two-piece and the 80s-inspired Laurella swimsuit to the leopard-embellished Indiana, which brings a fierce, strong vibe in the final scene.
A message of motivation: pump it up in every aspect of your life and give it everything you’ve got. This season, we call on you to own your sensual side, love your body and be unapologetic in your sexuality.
Visit Agent Provocateur NOW and shop the campaign.