Agent Provocateur

A lingerie brand that pushes boundaries in this industry, provoking and being unapologetically them. Through this utter strength and ability to be who they are as a brand, it empowers women to embrace them for who they are whatever shape and size. The brand was founded in 1994 by Joe Corre, a social activist and the son of the famous Dame Vivienne Westwood and Malcom McLaren, a very famous music manager. The brand was created when Joe teamed up with his wife at the time, Serena Rees. It has now expanded to 200 employees worldwide, in 10 + countries and has a turnover of $115 million each year.

Agent Provocateur stands for 'Inciting Angels' in French - 'a person employed by the police undercover to entice or provoke another person to commit an illegal act'. The whole lingerie brand is based around the idea of provoking in a sophisticating way and creating an exclusive feel to the brand and their products. To me the brand encapsulates the sexy working women vibes perfectly - they project the idea of powerful women who are independent, lead active lifestyles, professional women who take their power from the boardroom to the bedroom and want luxury next to their skin. Their products are perfect for the woman who wants to feel sexy but also wants tp feel very feminine at the same time. They aim to please the seductress, the mystic, the enigma and the boss.

Their vision is "its what underneath thats counts" - the idea that a women's lingerie can change the way they feel and ultimately are. New lingerie can make a women feel miles better about herself, portraying lingerie as a powerful self-confidence tool. They want to make you feel pampered, self-confident and empowered, deserving of it, and feel like your getting the best of the products. Their ultimate goal is to make women feel empowered and sexy by whats underneath and to use it as a tool.

Personally I admire this brand, they push the boundaries and aren't scared to create controversy by doing something interesting. They aim to empower powerful women with sexy and feminine products to evoke self confidence. To me they are challenging what other lingerie brands are doing at the moment and are doing something innovative.