50% Agent Provocateur Promo Codes ( Agent Provocateur Coupon Codes) January 2026 Canada

The most redeemed Agent Provocateur discount codes

When you are producing lingerie at this [premium] level, the manufacturing supply chain is a delicate ecosystem

Sandra Mertens-Lustig

Management has allowed the company to lose £ 22 million in debt. It closed 72 of its 110 stores and global concessions. Malverdi left and, in a few months, the number of employees fell by almost half, from 130 to 70.

Unsecured creditors were only supposed to recover 2.9 p back for each pound due, although Drapers knows that some suppliers have received nothing. A former supplier, Welsh lingerie manufacturer AJM Sewing, blamed the loss of 'important contracts' for its voluntary liquidation in 2018. Agent Provocateur is believed to be one of its biggest customers.

What people often forget is that when you produce lingerie at this [premium] level, the manufacturing supply chain is a delicate ecosystem. We feel a great responsibility. For some of the factories, we were the biggest customer. We had to try to bring these factories with us to the next chapter and help as much as we could with debt management. People do not understand what happens with the sale of an asset and the impact it has on the entire network.

We renegotiated business with those who were at the base of everything we do, but we lost some along the way. It took us about 18 months to have manufacturing options in all categories again.

The team will not disclose how much product is manufactured in the UK today, saying only that the brand works with the largest group of global producers.

Agent Provocateur is a great iconic and anarchic British brand. Many suppliers had a difficult experience during the administration process, but I am sure that the new management will have been proactive in the recovery process.

Fraternity styles

Most of Agent Provocateur's sales come from lingerie, but the categories of swimwear, accessories, sleepwear and ready-to-wear are growing. Retail prices for the basic collection range from £ 75 to £ 995 for bras, £ 25 to £ 495 for underwear and £ 195 to £ 1,995 for pajamas (wholesale prices have not been provided).

Shotton and his team have been working to bring back the brand's DNA. Top selling styles for spring 19 include the vampire Demelza (£ 145 for bra, £ 110 for matching panties and £ 165 for suspenders), which combines an ultra-thin tulle with roulette silk binding and designer household lace French Sophie Hallette

MeToo Mindset

Agent Provocateur was filming his autumn 17 campaign with film director Anton Corbijn when the #MeToo movement began in response to accusations of sexual abuse against Hollywood producer Harvey Weinstein.

It was an interesting time because people were so scared. Underwear brands have become very, very safe, 'says Shotton. But if we removed the part of the AP's DNA that is about sexual liberation, we would lose who we are.

The #MeToo movement had a huge and far-reaching effect,

A large number of women buy beautiful underwear for themselves, not just [to please] their partners.

To that end, Agent Provocateur's spring 19 campaign, Pump It Up, features women in the dance studio wearing lingerie. It's sexy, which is also inclusive.

The communication

The approach is the exact antithesis of the conventional, and rather puritanical, attitude that treats sex as taboo or dirty. Over the years, the brand, which loves to generate controversy with its 'sassy and sexy' lingerie and communication along the same lines, hired celebrities, sensual and controversial, to debut their campaigns. In December 2001, Australian singer Kylie Minogue starred in a controversial 90-second video called 'Proof', which ran the Internet and movie screens and was reportedly censored on British TV. However, suspicions that the controversy was created by the brand itself to leverage interest in the campaign were never dismissed by the company. The controversial and controversial Kate Moss, was the face of AGENT PROVOCATEUR and starred in 2006, a series of videos called The Four Dreams of Miss X. The films, directed by the English filmmaker Mike Figgis (from the film 'Farewell in Las Vegas'), they showed the model in her panties whispering a text with a voice beyond sexy. At launch, the thousands of hits left the company's website down for some time.

In 2007, actress Maggie Gyllenhaal became the new model of the British lingerie brand, featuring provocative and sensual photographs. In the following years, other celebrities and beauties starred in the brand's advertising campaigns, including the Scottish top Kirsty Hume, and more recently the actress Paz de la Huerta and the models Hailey Clauson and Naomi Campbell.

The brand in the world

The controversial and irreverent British brand has more than 55 stores in 17 countries, located in cities such as London, New York, Las Vegas, Los Angeles, Paris, Milan, Dubai, Moscow, Hong Kong, Zurich, Vienna and Berlin. Its products are still sold in sophisticated department stores like the traditional Harrods, Harvey Nichols, Galeries Lafayette, Bloomingdale's and the modern Marks & Spencer. In all, AGENT PROVOCATEUR sells its products in 65 countries around the world.