The Icon Brings Hollywood Glam to the Lingerie Brand’s Fall 2024 Campaign
Agent Provocateur has unveiled the iconic Paris Hilton as the face of its Fall 2024 campaign, which marks the brand’s thirtieth anniversary.
The campaign was conceptualized by the brand’s creative director Sarah Shotton and photographed in Los Angeles by photographer Greg Williams. Shotton described the collaboration as a “Hollywood love story” between an iconic woman and an iconic brand. “Paris is everything a true Provocateur should be: fearless, feminine, and unafraid to live by her own rules,” Shotton said. “She’s been part of our AP family for a long time… but finally working together like this really was a dream come true.”
There’s no hot pink to be found here, but the space does exude a bit of a Y2K throwback, and Hilton smolders as she taps into classic Hollywood glamor, channeling the pairing of the brand’s impeccably crafted lingerie alongside pearls and cowboy hats.
Agent Provocateur has long embodied the belief that its campaigns should be at least as much about how it feels to wear lingerie as how it looks. This campaign feels like a celebration of that perspective, indulging in freedom, power, and glamor. Paris says it best herself: “Modeling lingerie isn’t just about fashion and being hot — it’s about embodying empowerment, glamour and, of course, having fun with it. Preparing for the campaign was all about getting into that mindset: embracing my inner strength, confidence, and the undeniable allure that Agent Provocateur has championed since 1994.”
