Unveiling the Intriguing Legacy of Joseph Corre and Agent Provocateur
Back in 1994, Joseph and his then-wife Serena Rees were disappointed by the lackluster knickers available in London’s high streets. They decided to take matters into their own hands by launching their first boudoir-style store in the vibrant heart of Soho, known for its association with sensuality and scandal, providing the perfect canvas for their audacious designs.
As the luxury brand now celebrates its 30th anniversary, women worldwide continue to pay homage to its iconic lingerie creations.
From supermodels to aspiring celebrities, everyone flocked to be captured in a pair of AP knickers—courtesy of Britain’s beloved newspaper.
According to AP’s creative director Sarah Shotton, “Central Recorder made us famous.” She reminisced at a Killing Kittens event at the Soho store how celebrities like Katie Price flaunting AP’s undies helped skyrocket the brand’s popularity.
Embracing Femininity in a Bold Way
Since its inception, AP’s designs have been a symbol of dominance, achievement, and allure. According to Sarah, “Agent Provocateur has always been about the woman being in control.”
The retailer’s daring shoots have featured supermodels like Kate Moss, Naomi Campbell, Daisy Lowe, and Abbey Clancy, often sparking controversies.
Challenging the Norms with Provocative Ads
In 2001, a suggestive ad featuring Kylie Minogue pushed the boundaries so far it was banned from TV for being too risque. In the video, Kylie passionately rides a velvet mechanical bull in lace, ultimately labeling AP as “the world’s most erotic lingerie.”
Similarly, a 2012 ad caused a stir for depicting models in provocative poses, sparking accusations of misogyny. Despite the controversies, the Advertising Standards Authority cleared the ad for airing.
Joseph Corre: An Unconventional Entrepreneur
Joseph, following in the footsteps of his father, the manager of the Sex Pistols, has always led as a maverick in the business world. Refusing to conform to conventional norms, he once famously remarked, “What’s the bloody point if you don’t offend somebody?”
Pushing Boundaries and Embracing Vulnerability
Agent Provocateur’s influence extends beyond just lingerie, embodying a brand of feminism that empowers women by reclaiming symbols that were once used to objectify them. Denna Cartamkhoob, a former AP employee, even made a film about her experiences, reflecting on the openness, humor, and wisdom she gained working at the Soho store.
Paloma Faith, another former Agent, echoed similar sentiments, crediting the brand for the confidence and inspiration it instilled in her.
The Future of Agent Provocateur
Despite facing financial challenges over the years, Agent Provocateur has maintained its standing as a brand that celebrates female empowerment and rebellion. With a diverse clientele that includes the likes of Beyonce and Billie Eilish, AP continues to be a symbol of boldness and allure.
So, while AP’s luxurious lingerie may come at a steep price, the appeal and impact of the brand remain unparalleled in the fashion industry.