British luxury lingerie house with a punk heritage, known for its provocative, fashion-forward, and craft-focused designs.
ORIGIN
United Kingdom
PRICE TIER
luxury
Founded in London’s Soho in 1994 by Joseph Corré and Serena Rees, Agent Provocateur emerged from a counter-culture desire to challenge norms and empower women through irreverent, high-end lingerie. With Corré’s punk lineage—as the son of Vivienne Westwood—the brand was established with a rebellious spirit, subverting the male gaze by creating daring, colourful, and fashion-focused underwear designed for the wearer’s confidence and pleasure. Its early days on Broadwick Street marked a shift in the lingerie landscape, moving it from a basic necessity to a powerful form of self-expression.