It is rather fitting that the designers behind the launch of L’Agent, the ever so slightly more demure little sister to Agent Provocateur, are Penelope and Monica Cruz. The Spanish stars have been collectors and fans of the brand for some time, while Monica fronted the campaign for autumn/winter 2012, so this continuation feels like a natural progression for all parties.
Having said that, the sense of demure restraint – and importantly comfort – of the new collection fits with a more typically British prurience than the higher-octane raunchiness of the original line. Although there is nothing workaday about the collection, much of it has been designed for something more than special occasions.
Working in conjunction with Sarah Shotton, creative director of Agent Provocateur, the sisters not only designed the collection of 16 ranges – each given a Spanish girl’s name to reflect the personality it evokes – but worked to create a short campaign film, Penelope’s directorial debut. “The campaign film was very personal and important for me,” she says. “It was the first time that I directed and it was a very interesting experience. They gave me all the freedom and I was able to tell the story I wanted to tell.”
For the film, Penelope used a cast of women of “all shapes and ages” to let women know “that this brand is for everyone”. “Agent Provocateur is known for pushing the boundaries,” says Monica of her involvement in the project.
“Starting something new that my sister and I have been so heavily involved in has been so rewarding. I really wanted to create lingerie that women can feel sexy, but still feel comfortable, in.”