Case in point: the accompanying campaign shot by Vogue photographer Charlotte Wales along with Danielle Polanco and Ursina Gysi. Inspired by the cult of dance (and, of course, desire), the brilliant trio joined forces with creative director Sarah Shotton to shoot a diverse female cast moving to the classic house track “Deep Inside” by Hardrive. Among the 25 stars of the video? Ballerina Kylie Gonightly, twins Deuce la Dolce and artist Madame Spirale – the perfect models for the brand’s theatrical creations.
“This campaign is inspired by the new hedonism: the feeling that comes with looking after yourself, pushing your body to its limits and an unapologetic expression of kinky sexiness and fun,” Sarah Shotton tells Vogue. “We wanted the campaign to highlight the sisterhood coming together, exploring how dancing can make you feel alive and how wearing AP can transform you.”
The result is a thoroughly modern update on classic lingerie – more concerned with liberation than titillation, female empowerment than the male gaze. Revel in the provocative cut of the barely there Prudence high-necked bra; wear the embellished Manuka playsuit for a dominatrix vibe; or embrace your curves in the vintage-inspired Rozlyn caged waspie. To quote “Deep Inside” in the campaign video: “How does it feel to be a woman? Amazing...”
Just as remarkable as the avant-garde nature of Agent Provocateur’s designs is their luxurious quality. If Shotton has reinvented lingerie for 2019, the brand’s devotion to exquisite craftsmanship remains exactly the same as when it first transformed the market in the 1990s. Consider it a form of lace-and-leather trimmed armour to carry you #IntoThePink of AP’s tantalising world of endless play.