Agent Provocateur "Girls of Horror" Fall 2024 Ad Campaign

Review of Agent Provocateur “Girls of Horror” Fall 2024 Ad Campaign by Creative Director Sarah Shotton, Director and Editor Alyn Horton, and Director of Photography Jake Schühle-Lewis

Agent Provocateur celebrates Halloween with “Girls of Horror,” a new campaign that balances the spooky and the sexy as it puts a horror-inspired spin on the lingerie brand’s bold and glamorous aesthetic. Creative director Sarah Shotton teamed with director and editor Alyn Horton to create the film.

Set inside a sprawling moonlit mansion full of winding stairways and secret passages, the narrative plays with the concept of a coven of witches as a place of women’s empowerment. As Horton explains, “Taking the concept of the coven and its powerful feminist roots, the film unites six extraordinary models in a hauntingly beautiful gothic mansion to tell a short story about the undeniable collective power of women. Each scenario has a turning point where the models reveal their otherworldly gifts, each demonstrating their special capabilities and powerful potential.”

The B-horror-movie special effects and the boldly sexy character of the real-life designs combine with unexpected effectiveness, making for a narrative that is at once playful and thoughtfully emphasizes the ethos of empowerment at the heart of the brand. Agent Provocateur always goes big on their campaigns, and here they has done Halloween as only they can.