Joseph Corré 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 Corré 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. “A woman wearing a scrumptious pair of turquoise tulle knickers promotes in herself a sexy superhero feeling which exudes itself as a confident and positive sexuality.”

Agent Provocateur has become a phenomenal success. The unique way that Rees and Corré 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 products including books, shoes, jewellery and a very successful house of fragrances and beauty products which is now sold in over 65 countries worldwide.

At the heart of Agent Provocateur is a profound belief in the intimacy of the experience that they offer. Corré 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 enter their thirteenth 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.