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EXCLUSIVE: Agent Provocateur Makes Basic Sexy

Agent Provocateur is laying down the foundation for everyday intimates. 

The British-based lingerie brand, known for its sexy underpinnings, is launching its spring 2021 collection today, called “All Hours,” focusing on bras and underwear that can be worn, fittingly, at all hours of the day. 

“People think Agent Provocateur is just for the bedroom,” Sarah Shotton, creative director of Agent Provocateur, told WWD. “But we have more to offer.”

Michelle Ryan, chief executive officer of Agent Provocateur, added that the intimates firm isn’t getting a complete makeover — it will still offer a variety of suggestive lingerie — but rather, the brand is widening its reach with innerwear basics and expanded sizes.  

“We realized that some of our customers were only wearing Agent Provocateur for special occasions. And, we were limiting ourselves because of our sizing,” Ryan said. “At the luxury level, customers were asking for more from us. Sometimes you can’t wear a lace bra under your work clothes. We wanted to offer a range that takes her from breakfast to the boardroom and beyond. We saw the new collection as an opportunity to dress her for every moment of her life.” 

The 60-piece All Hours collection includes five…

Agent Provocateur Women's Nightwear and Lingerie

Soho-based label Agent Provocateur is synonymous with intricate lingerie and nightwear, designed to instil a feeling of confidence. Founded in the early 1990s, the sensual brand swiftly made its mark with a bricks-and-mortar store that empowered the women who shopped there.

Now led by design innovator Sarah Shotton, Agent Provocateur boasts global popularity thanks to its inclusive offering and subversive take on undergarments. From lace suspender underwear and embroidered bras to soft silk pyjamas and kimono-style robes, each dazzling design has been thoughtfully created with your comfort and body positivity in mind.

Want to take your downtime dressing to the next level? Why not wrap up in an Agent Provocateur robe, crafted from high-quality materials such as silk and smooth polyamide because your skin deserves the best. You can expect thoughtful details including practical front pockets and the brand's signature expressive logo on your Agent Provocateur kimono.

Discover our full selection of Agent Provocateur nightwear and lingerie, including lace nightdresses, balconette and plunge bras and mesh suspender belts. Breathable jersey briefs and embroidered thongs are designed with comfort in mind, crafted with that all-important stretch. This boundary-breaking label has you covered - literally - for every date in your diary…

In Pictures: Agent Provocateur unveils AW25 campaign with actress Julia Fox