Agent Provocateur is a high-end lingerie brand based in London, co-founded by Joseph Corre, son of British fashion queen Vivienne Westwood, and his wife Serena Reese.
In 1994, a small women's lingerie shop named Agent Provocateur (abbreviated as AP) opened on Broadwick Street in London's SOHO district. The window displays of Agent Provocateur were highly seductive, with models wearing colorful tight outfits in various suggestive poses. Agent Provocateur became widely known for its witty advertising slogan "a little less M&S, a little more S&M," and quickly built a reputation for its approachable style and high-quality garments.
