Agent Provocateur

Agent Provocateur is a British Lingerie company founded in 1994 by Joseph Corre and Serena Reese. The lingerie retailer is famously known for its controversial ad campaign, particularly the 2001 campaign featuring singer Kylie Minogue that was criticised for its racy content. The first shop was opened in London's Soho district. Since then, the company has opened 30 stores in 13 countries across the globe including cities such as New York, Las Vegas, Los Angeles, Paris, Vienna and Berlin.

The couple initially set out to sell the best lingerie from around the world. Serena Rees was not happy after not finding enough of what they liked of women under garments in the market to sell so she came up with an idea to start their own brand and styles. The store was filled with colourful and fashion forward lingerie.

After Joseph Corre's and Serena Reese divorced in 2007, Agent Provocateur was purchased by the private equity company 3i.

Agent Provocateur is becoming increasingly popular among the Hollywood stars. The lingerie retails has used well known celebrities in their fashion campaigns like Kylie Minogue, Maggie Gyllenhaal and Kate Moss.

Agent Provocateur launched its first line of perfume in 2000. Their debut fragrance, Agent Provocateur which was then followed by Agent Provocateur Eau Emotionnelle in 2006 and then Maitresse. Agent Provocateur, London's famous lingerie company, is a blend of seduction, pleasure, and provocation to the senses. The same can be said for their fragrance collection, Agent Provocateur Parfums, is a reminder of the power that a sensual and an alluring scent can command.

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