Agent Provocateur

Joseph Corre, the son of legendary British fashion designer Vivienne Westwood, set up his Agent Provocateur company with his now ex wife Serena Rees from a boutique store in Soho in 1994. The couple had originally intended to source lingerie from all over the world, but when they couldnt find enough of what they liked, they decided to produce their own high end lingerie that was colourful and sophisticated. Today, there are over 30 stores around the world, and the label has become famous for its controversial ad campaigns, with their innuendo laden 2001 commercial featuring Kylie Minogue only allowed to be screened in cinemas. The Agent Provocateur fragrance line was launched with its title fragrance in 2000, and now includes Eau Emotionnelle, Strip and Maitresse.