Glossary

Agent Provocateur refers to a brand of lingerie based in the United Kingdom, it is the United Kingdom's answer to the United States' Victoria Secret, however, there are differences i n styles and price range.

Agent Provocateur was founded by Joe Corre, the son of the famous fashion designer, Vivienne Westwood. Serena Rees is the co-founder.

Agent Provocateur's first shop was opened in London's Soho district, particulary the Broadwick Street in 1994 and since that time, 13 stores all over the world were already opened, such as in New York, Vancouver, Las Vegas, Los Angeles, Paris, Vienna and Berlin.

To promote its fashion campaigns, Agent Provocateur hired the services of Kylie Minogue in 2001 and Kate Moss in 2006 and 2008. Burlesque star Dita Von Teese also starred in their video campaign on a sexy, storming version of the Joy Division classic "She's Lost Control".

In 2007, Hollywood actress Maggie Gyllenhaal has taken over supermodel Kate Moss as the smouldering new face and knockout body of lingerie line. Gyllenhaal stripped down for a series of sexually charged images, which see the scantily clad star splashing about in a bath and even posing in handcuffs. Gyllenhaal photos wearing Agent Provocateur's lingerie were very lovely, and for me she was loveliest in her photo wearing a turban like hairdress.

Danish supermodel Helena Christensen puts on a bold front as a pirate temptress for another Agent Provocateur lingerie campaign. She made a special guest appearance in a raunchy new campaign for the lingerie house as a voluptuous 'Pirate Queen' in the 2008 Agent Provocateur video.

Among its celebrity fans are: Christina Aguilera, Paris Hilton, Carmen Electra and Lily Allen.