From Soho to Vegas, Agent Provocateur is first stop for connoisseurs of sexy lingerie. Since founding their company in 1994, Agent Provocateur inventors Serena Rees and Joseph Corre have transformed the underwear market with their seductive and nostalgic designs. It's hot tabloid news when a celebutant goes shopping in one of their boudoir-esque stores, not least because purchases might include crotchless panties, sequin pasties or fluffy high-heeled slippers.
We will probably never find out, however, because the Agent Provocateur shopgirl, cute as a cupcake in her baby pink button-up shirtdress (designed by Vivienne Westwood, who happens to be Joseph's mum) is sworn never to reveal her VIP dressing room secrets.
Married couple Rees (born 1968) and Corre (born 1969) design an entire range of fit-for-a-glamour-goddess lingerie plus accessories, jewellery, lipsmacking leather pieces, shoes and stockings. An award-winning perfume made its debut in 2000, closely followed by a wealth of bathroom and bedroom fancies - candles, lotions and even a nipple balm.
Famed for the racy window displays in their boutiques, and an equally welcoming retail website, Agent Provocateur's passion is evident in everything they do. And the Provocateur product is not just on display in the most interesting bedrooms: it was included in the V&A's Cutting Edge exhibition in 1997 and also 'The Inside Out' show at The Design Museum in 2000.
Whether it's their adult-rated commercials, music projects such as their well-received CD, Peep Show, of 2004, or collaborations with Marks & Spencer and Tate Modern, Agent Provocateur is always about sexual liberation conducted, of course, all in the best possible taste.