Agent Provocateur is debuting its ‘Provocation Nation’ collection, which features ten powerful women promoting and showcasing self-love. The campaign features professional boxer Avril Mathie, Guns N’ Roses-affiliated Duff McKagan, Susan Holmes McKagan, and their two children, Grace and Mae Marie. The collection’s standout pieces include the ‘Malorey’ series, including a bra, brief, and short slip, among other silhouettes. The ‘Zenaya’ swimwear series provides a pop of color to the beach scene, coming in multiple pink, purple, orange, and color block stripes.
Agent Provocateur’s brand representative Sarah Shotton commented on the campaign: "You define what hotness is… We prove that whether you’re winning rounds in the boxing ring, catching waves at the beach, or just basking on your rooftop, every woman is a sun goddess. Summers are always hotter in AP."
Redefined Sultry Lingerie
Agent Provocateur Launches the 'Provocation Nation' Campaign
Trend Themes
1. Body Positivity Lingerie - The 'Provocation Nation' campaign promotes a body-positive message through sultry lingerie, indicating an opportunity for lingerie retailers to focus on diversity and inclusivity in sizing and styling.
2. Family-inclusive Modeling - By showcasing Susan Holmes McKagan and her two daughters alongside Duff McKagan, AP demonstrates an opportunity for fashion campaigns to include diverse family structures in marketing.
3. Color-blocking Swimwear - The 'Zenaya' series, featuring color block stripes, suggests an opportunity for swimwear retailers to focus on bright and bold color-blocking in their designs.
Industry Implications
1. Lingerie Retail - Sultry self-love lingerie campaigns like 'Provocation Nation' present an opportunity for lingerie retailers to rebrand and focus on body positivity and inclusivity.
2. Fashion Marketing - Agent Provocateur’s inclusion of diverse family structures alongside diverse models suggests an opportunity for fashion campaigns to more inclusively represent a variety of family types joyfully modeling their products.
3. Swimwear Retail - The bold color-blocking showcased in the 'Zenaya' series indicates an opportunity for swimwear retailers to focus on bright and bold designs.