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In Pictures: Agent Provocateur unveils Liberty Ross as the face of AW23 ‘Risqué Business’ campaign

Tom Bottomley
12 September 2023

Agent Provocateur has launched its new AW23 campaign under the title of ‘Risqué Business’, fronted by supermodel and entrepreneur Liberty Ross.

The "cinematic and hyper-sexy" campaign features Ross as ‘The Boss’ in an imagined tale of jewel heists and hot pursuits, dreamed up by Agent Provocateur Creative Director, Sarah Shotton, and shot by photographer and film-maker, Carin Backoff.

Ross, ‘The Boss’, can be seen poised against the backdrop of her secret hideaway, adorned in fine silk lingerie with crystal details glinting in the soft light of her boudoir-meets-control-room, as she puts her ‘Provocateurs’ to work. The aim is to teach her new ‘agents’ the codes of lingerie.

The brand’s AW23 collection is inspired by the make-believe wardrobe of seductive secret agents, and spans ready-to-wear and couture-inspired accessories, including kinky corsetry, delicate lace and jewel-encrusted lingerie.

The campaign "acknowledges a wealth of shared values between Ross’ world and the Agent Provocateur universe".

As the owner of West London roller skating venue, Flipper’s Roller Boogie Palace, Ross is "synonymous with the same sense of playfulness and liberation that defines Agent Provocateur".

Sarah Shotton said: "What an incredible Agent Provocateur muse Liberty is! I love her taste, I love her values, and I love that at 45 she looks as desirable and unbelievable as any campaign star could.

"Most of all I love her infectious energy. She’s living proof that there’s freedom to be found in giving your life exactly the shape you want."

Ross’ supporting cast of ‘agents’ showcase sexy strapping and gravity-defying corsetry paired with delicate lace and "a heist-worth of crystal jewels".

The campaign was shot in Los Angeles at the James Goldstein house which featured in the film ‘The Big Lebowski’ starring Jeff Bridges, in 1998. American businessman Goldstein, now 83, donated the house, which was originally built by American architect John Lautner in 1963, to the Los Angeles County Museum of Art in 2016.

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