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Agent Provocateur | Joseph Corre and Serena Rees opened the first Agent Provocateur shop in December 1994, arousing a media frenzy usually reserved for superstars. The response was both exceptional and overwhelming! Rees and Corre introduced their vision of lingerie avoiding the British prudery that insists on categorising anything to do with sex as sleazy or smutty. The aim was to create an availability of high quality designer lingerie with creative flair to stimulate, enchant and arouse both wearers and their partners. Agent Provocateur has become a phenomenal success with the opening of further stores within the UK and overseas, a thriving mail order catalogue and an award winning website. The unique way that Rees and Corre established the brand through the creative communication of values using shop windows, cinema advertising, catalogues and events which all attracted massive national and international media coverage has firmly secured Agent Provocateur as the only truly credible lingerie brand on the fashion map and spawned the explosion of lingerie into the fashion world. Agent Provocateur has gone on to design and produce complementary accessories including books, music, shoes, jewellery and a unique and very successful fragrance and beauty line.
At the heart of Agent Provocateur is a profound belief in the intimacy of the experience that they offer. Corre describes it as the difference between a mass experience, dictated by market forces and meaningless advertising, and an intensely private, wholly personal experience. This ‘personal experience’ involves the relationship of each individual woman with the garment she selects, and is realised by the company through quality, service, and an absolute refusal to adhere to fluctuating trends. As Agent Provocateur enters their tenth year, the company remains committed to investment in creativity led by pure instinct of that which is beautiful, and of course, that which is erotic. Agent Provocateur leads the way where others follow.
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