Agent Provocateur AW15 Laretta featuring Paloma Faith

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Once upon a time, down a sordid Soho alley, in a pink room that smelled of Morroccan roses, seduction and musk, there were three shop girls and their sassy store manager. All day long these girls folded tiny clouds of lace and silk into black lacquer drawers; they wrapped beautiful women into straps of glittering crystal and they guessed the cup sizes of flustered mens' lovers. And they loved it. Because they were working in the sexiest shop in the world.

From the pink and black gift boxes to the flashing neon signs emblazoned with 'Knickers Forever', everything that is iconic about Agent Provocateur is celebrated in glorious pink playfulness for AW15.

The stars of the campaign are two ex-Agent Provocateur shop girls: singer Paloma Faith and photographer Alice Hawkins, both of whom went on to achieve international fame in their respective fields, but never forgot their days in pink uniform.

Paloma Faith plays the ultimate AP store manager for AW15; glamorous, bold and beautiful. Under her winking rule the Agents wreck havoc in the fantasy store, playing dress-up in the back rooms and cleaning windows in their garters. Hawkins' playful images of the AW15 collection were inspired by her personal collection of cheeky Polaroids, taken during her days as an Agent and allowing AP fans a true insight into what really goes on behind those black lacquered doors.

The Famous Knickers Forever sign will this season be the driving concept behind a multi-channel social media campaign, engaging real AP store girls, famous ex-Agents and AP fans alike. Launching for the first time on Snapchat and Periscope, the #KnickersForever campaign will allow AP fans a true insight to Agent Provocateur behind the dressed windows and the silk curtains, beyond the stockroom, and straight to the origins of the world's sexiest lingerie.

MODEL: Paloma Faith
HAIR: Eamonn Hughes
MAKE UP: Lan Nguyan
STYLING: Karl Plewka
Shot at Agent Provocateur Broadwick Street London
sexy lingerie, sexy

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