Founded in 1994 in Soho, where the first store on Broadwick Street marked a pivotal shift in British counterculture by subverting the male gaze to empower women. Agent Provocateur pushes boundaries by selling daring, colourful and irreverent luxury underwear that is ahead of its time.
Having completely changed the landscape of lingerie, Agent Provocateur is now under the creative direction and contemporary vision of Sarah Shotton. A true Provocateur, Shotton prides herself on innovative design with freedom and pleasure in mind. Since 2010, Shotton has evolved and shaped the label into one of the world’s most desirable and iconic female-led British brands today.
Agent Provocateur boasts a global presence through luxurious, sensual lingerie designed in-house with exclusive fabrics, intricate embellishments and signature motifs. Their provocative outlook can be seen through digital storytelling and within our London, New York, LA and Paris boutiques. Eclectic, decadent and romantic, we strive to continue to break new ground with every collection.