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On your way home from work you catch a glimpse of yourself in a dirty store window – hair messy, bulky winter jacket weighing you down, jeans and leather boots wet from the rain. To all the passers-by you look like an ordinary woman, like nothing special. But you smile to yourself because you have a secret.
At home, the outerwear comes off. And there you are, standing in front of your bathroom mirror, smirking at the reflection – a gorgeous, confident woman dressed in a sexy, cream-colored bra with black straps and ribbons and a matching thong. And you know that even though you may have the most boring job in the world, dressed in Agent Provocateur, you could bring the entire world to its knees.
Agent Provocateur is not a brand. It’s a feeling. It’s lingerie that can make any woman feel unstoppable, that can make her sensuality and sex appeal almost palpable. She feels like she can wrap any man around her stocking. It’s no wonder that almost every female character in an erotic novel has her Agent Provocateur panties ripped off sooner or later.
The British lingerie brand was founded by Joseph Corré and his wife Serena Rees in the 1990s – the British aren’t only famous for the Beatles, Bond and Big Ben, it seems. Their aim was to distance themselves from British prudery and to create a lingerie line that would entice and seduce. They wanted to push the boundaries of propriety and to empower women to embrace their sensuality – to wear flattering lingerie for themselves, not for their partners. Kinky knickers and satin straps weren’t the only thing the founders used to provoke society. Fashion and politics collided after Britain’s entry in Iraq in 2003 when the window display of Agent Provocateur’s flagship London boutique showed scantily clad mannequins and posters with slogans such as Weapons of Mass Destruction and The only Bush I trust is my own. Five years later, founder Corré, a fervent critic of the Guantanamo Bay detention camp, sent the then-Prime Minister of Britain a pair of panties – they were orange like the prison uniforms of the Guantanamo Bay inmates and had the words Fair Trial My Arse written on the backside. In cursive. Evidently, the lingerie itself is not the only cheeky thing Agent Provocateur has to offer.
Usually, when you enter a lingerie shop, the biggest attraction are the garments themselves. In this regard, Agent Provocateur stands out from its competitors. The lingerie is not only on mannequins and hangers, but on the shop assistants, too. Women working in Agent Provocateur boutiques wear a uniform – a nurse-like pink button-up dress, black stockings and, naturally, Agent Provocateur undergarments. They are not allowed to wear it outside of the store, though. One shop assistant was quoted in saying: “If we ran out for lunch, we would cause a frenzy!” If men get excited when a woman’s skirt blows up, imagine what would happen if these girls walked around with their uniforms on!
With all the scandal and excitement surrounding the brand, you might be wondering whether Agent Provocateur needs any marketing at all. Well, unsurprisingly, the lingerie brand has one of the most famous – or notorious, depending on your point of view – advertising strategies. Perhaps you’ve come across some of their videos. If you’re unsure, you certainly haven’t – they are not easy to forget. The Agent Provocateur advertisement Proof starring Kylie Minogue riding a mechanical bull was voted the best ever cinematic ad. It was so brazen, so scandalous, and so raunchy that it was taken off the air. The videos always incorporate an element of humour and surprise, making them entertaining to watch – it’s not all busts and bikini bodies, after all. Famous women like Kate Moss, Penelope Cruz, Dita von Teese, Irina Shayk, Daisy Lowe and Maggie Gyllenhaal have starred in the Agent Provocateur ads, which resulted in the brand gaining even more publicity. The message of these videos is clear – Agent Provocateur is for every woman, regardless of her age, size and skin colour. One of the ads even shows a pregnant woman in beautiful pink underwear. Ladies, you are always fabulous, even when you don’t feel like you are.
Though loved by most, many of the advertisements have been met with fierce criticism; some were even banned by the Advertising Standards Authority for being degrading to women. I can see how some may feel offended and objectified by a video of semi-naked models in high heels and revealing underwear, sometimes striking less than modest poses. However, as a passionate advocate of women’s rights, I disagree with this viewpoint. The brand does not sell the idea of sexy lingerie worn to please your male partner. It sells the idea of wearing sexy lingerie for yourself. Men are not even a part of the equation. In most videos they are shown admiring the women who by no means assume a submissive role. Yes, they sometimes seduce the man, but they do so because they can, because they want to. The lingerie empowers them to rise up and become confident, to embrace their femininity and sexuality, to go for what they desire. The videos and the brand itself are not misogynist; they are feminist!
When it comes to being exclusive, Agent Provocateur is definitely among the crème de la crème of lingerie brands. However, the garments are not completely unaffordable – forage around the bras and panties on offer and you might just get lucky. You might need to save up a little bit for some of the lingerie, but it’s definitely worth it.
For me, lingerie is not only about function. It’s about putting on garments that make me feel put-together, beautiful and self-assured. I am an introvert by nature and by putting on something cheeky underneath my more sophisticated outerwear, I feel more rebellious.
I advise you not take your lingerie lightly. Wearing a matching set of romantic or sexy lingerie will have a tremendous effect on how you feel – you will become aware of your sensuality and your femininity. By all means, wear your good old cotton undergarments – they are usually your best friend – but don’t be afraid to go a little crazy from time to time. Wear a fancy bra, pair it with a satin thong and strap in your stockings. The rest of the world better beware!
–by C. Rocher
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