Agent Provocateur Spring 2025 Ad Campaign

Review of Agent Provocateur Spring 2025 Ad Campaign by Creative Director Sarah Shotton with Photographer Charlotte Wales

Agent Provocateur introduces its Spring/Summer 2025 collection, Raw Power, a reflection on sensuality, individuality, and self-expression. Captured through the lens of British photographer Charlotte Wales, the campaign unfolds under the creative direction of Sarah Shotton and styling by Karen Langley. The collection explores the essence of provocation, not through excess, but through an intrinsic, instinctive allure.

Designed as an extension of the wearer, the SS25 collection reinterprets classic Americana and the bold glamour of 1990s London—an era that shaped the brand’s origins—through a modern lens. Fine silk and French lace are adorned with cascading crystals, while structured black PVC is offset by delicate bows. Embroidered details, gold-plated chains, and showgirl-inspired tassels lend a sense of opulence, balancing strength and elegance. Signature pieces include bridal designs crafted from delicate tulle, alongside swimwear and kink-inspired elements that emphasize versatility and self-expression.

Marking Agent Provocateur’s 30th anniversary, the collection pays tribute to the brand’s legacy of confidence and rebellion. “SS25 captures an essence of rebellion, sex, and performance. It’s a collection for the unapologetic frontwoman, a lioness, a matriarch, a sex goddess. She is whoever she wants to be, and she is always in charge of her own making. This campaign, shot by the brilliant Charlotte Wales, is our love letter to women everywhere, who harness their confidence, their sensuality, their raw power,” says Creative Director Sarah Shotton. Raw Power is a continuation of the brand’s ethos, embracing authenticity as the ultimate form of provocation.