L’Agent by Agent Provocateur, the diffusion line from global luxury lingerie brand Agent Provocateur designed in partnership with Penélope and Mónica Cruz, opened its first standalone store in London. The Cruz sisters were at the Brushfield Street store to mark the first store opening where the brand was conceived, both wearing L’Agent.
Launched in August 2013 as a wholesale lingerie line, L’Agent by Agent Provocateur has swiftly grown to be a key player in the lingerie market launching an ecommerce website in August 2014, following the opening of two US stores in New York and Los Angeles. Inside the 88sq ft London store, the fit will reflect L’Agent by Agent Provocateur’s youthful, tongue in cheek style, featuring pale pink walls offset by splashes of bold L’Agent purple and complimented by white table drawers and displays, black carpet, a bold zebra stripe rug and light box units displaying current look book imagery.
Penélope Cruz said “We are thrilled to be opening our first stores. We have been involved in every stage of the development of this brand, so having our own boutiques where we can go in and look at the full collection lining the walls is incredibly exciting for us” while Mónica Cruz added “What more could we want? The latest collection has been so well received! We appreciate all the support L’Agent has been getting, and now we have our own stores! It’s a dream come true for my sister and me.”