Agent Provocateur has today unveiled pictures of Paloma Faith wearing its iconic pink uniform and announced the British singer as the new face of the brand. Paloma stars in the AW15 ‘Knickers Forever’ campaign shot by fashion photographer Alice Hawkins, who has previously worked alongside Paloma as an Agent Provocateur shop girl before both women went on to achieve international fame in their respective fields.
Paloma Faith plays a bold and glamorous AP store manager in the campaign, and under her winking rule the Agents wreak havoc in the fantasy store playing dress-up in the back rooms and cleaning windows in their garters. Hawkins’ playful images were inspired by her personal collection of cheeky Polaroids taken during her days as an Agent, allowing AP fans an insight into what really goes on behind those black lacquered doors.
This season Agent Provocateur will engage with real AP shop girls, famous ex-Agents and fans alike in the multi-channel #KnickersForever social media campaign which will include Snapchat and Periscope for the first time. Other notable AP shop girls include the brand’s Creative Director Sarah Shotton, who worked in-store before joining headquarters as an apprentice in 1999; model Daisy Lowe; Eva Wiseman, Commissioning Editor of The Observer Magazine and stylist Grace Woodward.