By  on June 5, 2019

LONDON — When Serena Rees founded Agent Provocateur in the early Nineties — first as a multibrand boutique in London’s buzzy Soho and then as the namesake lingerie business — it quickly resonated with an audience of newly liberated women looking for fashion-forward lingerie — and a bit of fun.

“We were coming out of a recession, there was a very difficult social and political situation with Margaret Thatcher and people were ready for change and fun. We were saying to women ‘Don’t be afraid of your sexuality, it’s yours and you own it, it’s up to you what you do with it,'” said Rees, who remembers playing host to the likes of Corinne Day, Kate Moss and John Galliano at the brand’s newly opened store.

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