Irina Shayk stars in Agent Provocateur’s new campaign with a lingerie collection blending dark glamour, sensuality and female confidence.
Irina Shayk once again demonstrates her ability to completely transform a fashion campaign. The supermodel stars in Agent Provocateur’s Autumn Winter 2026 campaign, where she embodies the so-called “Neo-Diva”, a new interpretation of the British brand’s woman that combines confidence, mystery and a form of sensuality that moves away from more obvious codes.
The campaign creates a distinctly cinematic universe. Against a dark backdrop, Shayk appears beside a vintage car or draped over a chair, adopting restrained poses that convey authority without the need for dramatic gestures. The lighting, materials and nocturnal aesthetic enhance an atmosphere where classic glamour meets a deliberately rebellious attitude.
The clothes play a fundamental role within this narrative. Silk, sheer stockings and lacquered metal details are combined to reinterpret some of the elements traditionally associated with the Agent Provocateur universe. However, the collection aims to go beyond lingerie designed exclusively for seduction.
This is precisely where the concept of the Neo-Diva comes in. The house’s new protagonist does not need to play a character to demonstrate her power. Her appeal comes from the confidence with which she embraces both her vulnerability and her desires, without feeling the need to display either in order to meet other people’s expectations.
For Sarah Shotton, creative director of Agent Provocateur, Irina Shayk possessed all the qualities needed to represent this evolution. “Irina has an extraordinary presence and confidence,” the designer explained, describing her interpretation of the Agent Provocateur woman as both “powerful” and instinctive.
The choice also reflects a generational shift. Many customers who discovered Agent Provocateur during earlier eras have grown up alongside the brand and are now reinterpreting its codes from a different perspective. Sensuality remains an essential part of its identity, but it now exists alongside ideas of individuality, comfort and freedom.
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