In Pictures: Agent Provocateur unveils AW25 campaign with actress Julia Fox

Agent Provocateur has today launched its latest lingerie and ready-to-wear campaign for AW25 starring actress and model Julia Fox.

Shot at The Manner Hotel in New York’s SoHo by renowned photographer Greg Williams, and led by Agent Provocateur’s Creative Director Sarah Shotton, the campaign “channels the refined and glossy sensibility of ’90s New York”.

Standout designs include the ‘Nelle’ range with its raised, vintage-inspired threadwork, the ‘Billi’ dress and the ‘Mercy’ bustier with matching girdle.

Sarah Shotton said: “Julia and I first met at The Bowery Hotel in New York in 2019, and I was instantly mesmerised by her charm.

“From that moment, a conversation began about finding the right way for us to work together. Shooting together in New York felt rather like a full circle moment.”

Julia Fox commented: “The brand has a legacy of celebrating and empowering women and their bodies and when I shot this collection I felt it immediately. On set, I felt strong, sexy and totally in control. I also really had some fun with it.”

Greg Williams added: “Working with Julia was a dream. She’s a true professional; she knows exactly what she’s doing, works the camera and looks incredible in every shot.

I’ve worked with Sarah and Agent Provocateur for some years now and it's always so easy.”

Fox follows in the footsteps of model and presenter Abbey Clancy who fronted Agent Provocateur’s AW24 campaign alongside her husband, and former England footballer, Peter Crouch.