“Julia is Agent Fox!” says AGENT PROVOCATEUR about their new campaign – and indeed, Julia Fox embodies the brand’s new era with striking intensity.
TIGHTROPE PRODUCTIONS is responsible for the production of the AGENT PROVOCATEUR A/W 2025 campaign, in which fashion and pop-culture icon Julia Fox becomes the symbol of a modern, self-determined femininity. Styled in black velvet and soft light, Fox appears as the heroine of an imagined 1990s New York – brought to life through Greg Williams’ distinctively cinematic visual language.
Under the creative direction of Sarah Shotton, the campaign unfolds as a homage to the nocturnal glamour of SoHo: a visual narrative shaped by calm, strength and controlled sensuality. The luxurious silhouettes of the ready-to-wear collection and the refined lingerie details create the portrait of a woman who understands beauty as an expression of inner power.
On set at The Manner Hotel, Julia Fox brought an energy that was both professional and playfully spontaneous – a perfect reflection of the collection itself. For her, this campaign is more than a fashion project; it is a statement of a femininity that seduces without ever submitting.
AGENT PROVOCATEUR on the campaign: “For AW25, our new Agent, Julia Fox, channels confidence and fearless femininity... Inspired by the grit and glamour of ’90s New York, the collection balances daring refinement with playful power. Sculptural silhouettes, intricate vintage-inspired embroidery, and a bold colour palette converge to create a statement of modern femininity: daring yet refined, playful yet powerful, and innately Agent Provocateur.”
Sarah Shotton, long-time Creative Director of the British luxury lingerie brand, has shaped the visual world of Agent Provocateur for many years. For her, lingerie is far more than underwear - instead, a “costume to explore your alter ego”, a garment that expresses identity, confidence and personality.
TIGHTROPE PRODUCTIONS is currently expanding its presence - after many years in Los Angeles, now also with a dedicated office in New York. The AGENT PROVOCATEUR A/W 2025 campaign is among the first major productions at the new location.
