Singer Paloma Faith is captured by photographer Alice Hawkins for Agent Provocateur latest campaign. According to WWD, both Paloma and Alice were former sales associates of the brand earlier in their careers.“Knickers Forever” campaign is set to launch Monday on Agent Provocateur’s site and social media accounts. Agent Provocateur is aiming to portray “a true insight [into] Agent Provocateur.” –The label’s sales associates — known internally as “shop girls” — are set to post on Snapchat and Periscope, providing a glimpse into the experience of working for the label. And Faith took over those channels on the 8th, posting from the Broadwick Street store in the Soho district, Agent Provocateur’s first boutique.
The British lingerie brand which was founded by Joseph Corré and Serena Rees in 1994 has just over 100 stores in 13 countries. In 2007, 3i, the private equity firm, purchased 80% of the company for £60 million. Earlier in May, Agent Provocateur’s investor 3i announced it would not sell the brand. “Following the review, they concluded there is still lots of growth to be made, and there are no immediate plans to sell.” 3i had asked Goldman Sachs last year to examine Agent Provocateur’s past sales to estimate if company was worth keeping for the future. Between August and December 2014, Agent Provocateur experienced a 20 percent increase in sales with online sales up to 36 percent. 3i acquired majority stake of the lingerie brand back in 2007. Agent Provocateur had a total of 15 stores across the globe at the time; today the company has 101. U.S. is currently its most lucrative market, followed by the U.K. The company also had strong sales in the 18 months it had stores in China, according to The Independent U.K.