Review of Agent Provocateur ‘All Hours’ Ad Campaign by Photographer Charlotte Wales and Filmmaker Alyn Horton with models Alva Claire, Nohemi Hermosillo, Chinchin Hsu, Effy Kaethner, and Leila Nda
Sexiness is an all-day affair for Agent Provocateur. Featuring photography by Charlotte Wales, a new Spring 2021 campaign from the iconic lingerie house uses their singularly sensual brand of irony to send a glorious message of everyday empowerment.
The imagery humorously plays with our expectations of the everyday and the intimate. Wales photographs her models as they go about normal, everyday activities, such as putting gas in the car, making work phone calls, or walking the dog. But these everyday women are bedecked in all the glamorous sexiness of the new Agent Provocateur lingerie collection. Thus the campaign subverts a paradigm of our culture’s expectations of women: the sexiness and sexuality that lingerie represents exists in opposition to everyday life; sexuality is supposed to be something private and unseen. Agent Provocateur presents us with a woman who boldly unites these separate aspects, which feels absurd, and yet empowering.
This sense of tension is amplified by Wales’ smart use of props and minimalist set. She uses versions of these objects which seem to date back to the 80’s, taking us back to a time when the idea of an independent working woman was often seen as stylishly provocative, rather than the norm. The short film, directed by Alyn Horton, also echoes this sense of retro gonzo glamor through slow-motion shots, high-powered fans, and a bodacious soundtrack.
Both humorous and thoughtful, the campaign is another strong example of Agent Provocateur’s singularly witty approach. At once uniting and emphasizing the distinction between the ostensibly disparate realms of everyday activity and idealized sexuality, the imagery sends a strong note of empowerment and self-love in all things. Whether we are walking the dogs, making work calls, or looking as hot as possible, we are always the same person, and we deserve to feel beautiful.
Agent Provacateur Creative Director | Sarah Shotton Photographer | Charlotte Wales Filmmaker | Alyn Horton Models | Alva Claire, Nohemi Hermosillo, Chinchin Hsu, Effy Kaethner, and Leila Nda Stylist | Claudia Sinclair Production | Mini Title
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