This season Agent Provocateur was inspired by the art of dance to create a high-intensity, energetic collection. Akin to dancing, sexuality is a performance, one that every woman has the power to act out. The iconic Pump Up the Jam by Technotronic is the perfect song to reflect the supercharged nature of the collection. “The lyrics, and their meaning of letting go and setting the floor on fire, encapsulate the message of the season and the feeling that AP brings to any situation,” says Sarah Shotton, Creative Director. “We really wanted that energy to come across in the campaign, so we hired an amazing troop of 22 female professional dancers. The aim was to showcase a group of talented, strong women with diverse body types.”
The pieces in the campaign allow for movement and expression through the body, and are minimal enough to let the dancers and their moves take centre stage. The designs are like a second skin, from the sheer, delicate Phoebe two-piece and the 80s-inspired Laurella swimsuit to the leopard-embellished Indiana, which brings a fierce, strong vibe in the final scene.
