ALL IN THE FAMILY: Penélope Cruz will make her directorial debut in London on Wednesday night with a short campaign film that showcases L’Agent, a lingerie collection she designed with her sister Mónica Cruz for Agent Provocateur. The film, which will be screened at the Soho Hotel, features Cruz’s husband Javier Bardem, a heavily pregnant Monica — in a baby-doll ensemble and heels — and the model Irina Shayk. The short was filmed in the family’s native Madrid, and features a host of L’Agent-clad women, with Shayk as the main attraction. The sisters’ younger brother Eduardo Cruz composed the music, and their mother Encarna Sánchez assisted on the set.

The fall collection will make its worldwide debut on Thursday at outlets including, Bloomingdale’s, Harrods, Harvey Nichols, Printemps, El Corte Inglés and La Rinascente. The collection is aimed at a slightly younger demographic, according to the company, and the average price is 40 pounds, or $61.50 at current exchange, less than half that of Agent Provocateur’s main collection. The brand’s first wholesale collection, L’Agent will have its own Web site, but will not be sold at Agent Provocateur stores. The company has said that within five years, L’Agent should generate 50 percent of revenue, which is currently 40 million pounds, or $61.5 million. Garry Hogarth, ceo of Agent Provocateur, said there are 15 ranges within L’Agent, and while the manufacturing is similar to that of the main line, the techniques are slightly simpler, and not as many fabrics have been used.

This story first appeared in the July 30, 2013 issue of WWD. Subscribe Today.

Cruz, who gave birth to her second child, a daughter, last week, called the film “very personal and important for me…a very interesting experience. They gave me all the freedom, and I was able to tell the story I wanted to tell. I used women of all shapes and ages, as it was important for me to let women know that this brand is for everyone. I chose Irina, as she is such a vivacious woman, and with all the beautiful women in the campaign, I really needed someone who would keep the audience’s attention.”

Later this week, the film will appear on L’Agent’s Web site, and there is no print campaign planned.

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