Agent Provocateur, the saucy British lingerie brand and retailer, has come a long way since its first boutique opened in London in 1996.
Acquired by private equity firm 3i in November 2007 for an estimated $123 million, the upscale lingerie specialist has 40 Agent Provocateur boutiques worldwide. The plan is to become a global lingerie phenomenon, said Joe Corre, co-founder of the brand who serves as creative director.
“We are planning two new launches in the U.S., a boutique in Boston in October on Newbury Street, and a second in Chicago in November on East Oak Street,” said Corre, noting Agent Provocateur has eight shops in the U.S. “There’s also been a lot more openings around the world. I just opened a boutique in Bahrain [in July], as well as Geneva and Puerto Barres, a sexy destination in Spain. There also are more openings in Madrid, St. Petersburg and Germany.”
Corre, the son of Vivienne Westwood who cofounded Agent Provocateur with his ex-wife Serena Rees, pointed out that opening a racy lingerie boutique in the Mideast is “easier” than a launch in America,
“In the U.S., once you get outside Los Angeles and New York, and main cities, it’s all shopping malls,” he said. “Some Christian right-wing person might own the mall and there’s a problem. In the Mideast, it’s very easy. They simply say you can do this and you can’t do that.”
Regarding new product, Corre said he is fond of a “telescopic whip” he designed for the boudoir.
“I’ve been working on the idea for some time,” he said. “The telescopic whip can fold into a handbag. It’s really a girl’s best friend and she can pull it out when she needs it.”
Corre said a new ad campaign will be launched in four phases, beginning in September and running through November, January and May. He wouldn’t disclose full details of the campaign, but said, “Each one has a different theme, will be all posters, and each will feature British and international beauties. The Season of the Witch theme will appear in September. It’s about very strong women.”
He noted the visual for each theme will feature a hidden riddle.
“There will be a riddle with each phase and the person who solves the four riddles will get an amazing prize,” Corre added.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)