The British luxury lingerie brand has created an unusual advertising campaign.
British luxury lingerie brand Agent Provocateur has released an unusual ad featuring world famous athletes in sexy lingerie. Canadian pole vaulter Alicia Newman, American rock climber Sasha DiGyulian, British gymnast Georgia-Mae Fenton, and US runner and sprinter Queen Harrison Clay took part in the campaign.
Advertising for the new Agent Provocateur lingerie collection shows athletes, many of whom are Olympians, in action on the treadmill, on the rock or parallel bars, but instead of the usual sports gear, they wear sexy lingerie - push-up bras, lace and garters.
According to the creative director of Agent Provocateur Sarah Shotton, the main goal of the campaign is to "exalt" a different type of female body for the lingerie industry. The campaign emphasizes to consumers that strong women, who are undeniably professional athletes, must remain feminine.
Market participants compared Agent Provocateur's attempt to play a big sport with the previous ones Victoria's Secret campaigns, which was eventually forced to revise its marketing strategy under the pressure of growing criticism from buyers.
Femininity in lingerie will continue to be a defining issue in the future as leading brands are now expected to do more than just create things – to improve lives for women as femininity and feminism converge, particularly when it comes to clothing.