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TOUGH LOVE: Agent Provocateur has taken a decidedly dramatic turn for spring, with an ad campaign that takes its cues from forceful heroines. The ads were shot by Ellen von Unwerth and feature Naomi Campbell, both for the first time. Agent Provocateur creative director Sarah Shotton said she was thinking about films and directors like “West Side Story,” “Bonnie and Clyde,” Francis Ford Coppola’s “Rumble Fish,” Quentin Tarantino and Russ Meyer — and girl gangs.

This story first appeared in the December 16, 2014 issue of WWD. Subscribe Today.

“I was thinking about women who are edgy — but have a certain softness to them. The ultimate femme fatale,” said Shotton of the ads, which break today. The narrative nods to a love affair gone wrong, a crime that’s committed, and the mystery of what it all means. Shotton called the collection “very urban, luxurious, glossy and glamorous,” with lots of color. The palette is rich with jewel tones such as emerald, ruby, violet, plum and acid yellow. There’s a Seventies feel, with a dash of athleticism, including a sports style bra made from Chantilly lace.

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