Agent Provocateur celebrates 30 years with its SS25 ‘Raw Power’ collection

Agent Provocateur celebrates 30 years with SS25 ‘Raw Power’, a collection that reinterprets its rock ‘n’ roll essence with sensual, rebellious, and transformative lingerie.

Iconic British lingerie brand Agent Provocateur marks its 30th anniversary with the launch of its Spring/Summer 2025 collection, titled ‘Raw Power’. This season, lingerie becomes a second skin, transcending fashion and fostering self-expression.

Inspired by vintage Americana with a ‘90s London twist, the brand reimagines its most iconic designs from that era. The collection blends French lace and fine silk with gold-plated chains, PVC, and crystals, creating a sensual and powerful silhouette.

“Expect reinvented signature pieces, elevated bridalwear, kink-inspired designs, and showgirl-worthy statement looks,” the brand revealed. Shot by renowned Charlotte Wales and creatively directed by Sarah Shotton, the campaign strips back unnecessary embellishments to highlight the essence of women and their innate power.

Shotton stated: “SS25 captures the essence of rebellion, sex, and performance. It’s a collection for the unapologetic woman, the lioness, the matriarch, the goddess of pleasure.”

With SS25 ‘Raw Power’, Agent Provocateur reinterprets its rock ‘n’ roll attitude for a new generation, celebrating lingerie as a symbol of transformation and self-discovery.