By  on July 31, 2014

LONDON — Agent Provocateur has become one hot brand — and notonly for a new fall ad featuring Penélope Cruz wearing a red leopardbrain the Nevada desert.

The luxury lingerie brand, which todaywill unveil the fall ad campaign for L’Agent by Agent Provocateur, acollection designed by Cruz and her sister Mónica Cruz Sánchez, is setto undergo a strategic review that could result in a sale. Privateequity investor 3i, its owner, has been talking to banks includingGoldman Sachs and Rothschild about conducting a review of the Britishbrand that could see it sold for upward of 200 million pounds, or $340million at current exchange, according to an industry source.

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