Agent Provocateur captures the 2020 Woman in new campaign

By

Barbara Santamaria

Published
Sep 11, 2020

Agent Provocateur has worked with five real women blazing trails on Instagram to shoot its latest advertising campaign.

Shot by British photographer Charlotte Wales, the campaign explores how the 2020 woman will be remembered, zooming in on the many facets of modern womanhood.

“The 2020 Woman is a chameleon. She embraces new roles and celebrates new aspects of herself. Finds sensuality in simple things. Small comforts and everyday adventures. She is fearlessly feminine,” the brand said as it released the AW20 images this week. 

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The campaign shows a number of new faces - all women who defy stereotypes in their own style. The cast includes chef, food writer and innovator Gizzi Erskine, who has been teaching people how to cook fast food at home during the lockdown, and British rapper Diana de Brito, who goes by her stage name IAMDDB. 

Motorcycle influencer Dominika Grnova, London-based model and gamer Jasmine Asia and artist, yoga instructor, actor and director Breanna Box complete the list of talents. 

“We wanted to hero the Agent Provocateur in every woman – all women have AP in them – it brings out their fierce femininity, and we certainly found it in these five incredible women. Each of them are individually outstanding in their chosen fields,” said Sarah Shotton, creative director.

The London-based lingerie brand has been taking a different approach to its marketing materials in recent years. While A-list celebrities like Kate Moss, Kylie Minogue and Bar Rafaeli have starred in campaigns for the brand in the past, for SS19 a group of Olympic athletes was enlisted to showcase the season’s must-haves.

The shift has come as part of the brand’s evolution following its acquisition by Four Holdings, a firm linked to retail mogul Mike Ashley.