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Agent Provocateur reveals high-impact AW19 "World of AP" campaign

Lauretta Roberts
06 September 2019

Agent Provocateur has unveiled its latest AW19 campaign, "The World of AP", which continues with the brand's philosophy of celebrating strong women.

As with the "Pump it Up" campaign for SS19, "The World of AP" is an all-female ensemble piece, with an all-female production and creative team. It is set in "Club AP", which the brand describes as "a female operation located deep, deep inside a secret location… a pink-hued parallel dimension somewhere between truth and fiction, reality and play."

In the fantasy club, a troupe of female dancers perform to a track which asks “How does it feel to be a woman?” The answer? “Amazing”. The aim of the campaign is to encourage women to "explore and play whoever you want to be in underwear that crushes all inhibitions and expectations".

“Agent Provocateur’s Autumn Winter 19 campaign is inspired by the new hedonism: the feeling that comes with looking after yourself, pushing your body to its limits and an unapologetic expression of kinky, sexiness and fun. We wanted the campaign to highlight the sisterhood coming together, exploring how dancing can make you feel alive and how wearing AP can transform you. The diverse troupe of women show how it feels to be a woman in 2019 in an Agent Provocateur way,” explained creative Director, Sarah Shotton.

The campaign was by the same all-female team behind its last three campaigns - Charlotte Wales, Danielle Polanco and Ursina Gysi. The team worked with a troupe of 25 women including ballerina Kylie Gonightly, twins Deuce la Dolce to spiral artist Madame Spirale to bring the collection to life.

Read our Q&A with Sarah Shotton who talks us through the campaign here.

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