Agent Provocateur is all about celebrating and empowering women. Creative Director Sarah Shotton shares the inspiration behind her brand and a few of the key looks available exclusively at the newly redesigned Bal Harbour boutique.
In 2010, you became Agent Provocateur’s Creative Director, but it has been nearly two decades that you’ve been with the brand—which is a rarity in the fashion world. What is it about the brand that has kept you under its spell for so long?
Underwear is the most important thing you put on. It sculpts your body. It lifts your breasts up. If I am not wearing a good-fitting bra, I could not do my job. I could not run, I would just be uncomfortable, and my breasts would hurt. Agent Provocateur is not like any other brand, we have a very free-spirited culture but still rock n’ roll! It has been the best 19 years so far, and much more to come.
It was a natural progression to launch our Soiree capsules. When our customers shop with us, they want that special piece. All of our pieces have impeccable artisanship, but our Soiree pieces are essentially one of kind! We embed it now in seasonal collections rather than on its own and we find our customer still has an appetite for it.
Empowerment seems to play a big role in the brand’s DNA. In this moment of new feminism, do politics play into your work?
Agent Provocateur has always evoked the strong, independent woman, who at the same time is attractive and sensual, embracing her femininity. To feel confident with your own sexuality is extremely important, of which we do not shy away from in any of our messaging. In a workplace, we encourage women and men that need support and the acknowledgment of any hardships or mistreatment.
Are there real-life muses that inspire collections? Historical figures?
Ultimately, our dream AP woman is strong, intelligent and knows what they want. We feel every woman has a bit of Agent Provocateur in her. I love Jennifer Lawrence; I think she is the perfect AP woman in every way, and I would not have been able to do my job today if I was not brought up watching Miss Piggy – she is strong, definitely has the X factor and knows how to seduce her man, or frog!
Swimwear must be popular in Bal Harbour Shops. Do you approach swim and lingerie in the same way?
I approach each collection differently as I re-design per season. Swimwear is an extension of our lingerie of course, but I always create a mood board per season and design with a purpose and concept.
Is there a collection at AP you might direct someone to if they were to say the brand is too racy for them?
There is always something for every woman, but I do not design collections in terms of racy or not. I think every woman should have a look at it all and you might find something you might not have been looking for!
Which collection are you working on currently? Can you give us a teaser?
Well we are currently about to launch our AW18 campaign in August – I cannot give anything away yet, but it will certainly blow your minds!