Agent Provocateur’s FW25 campaign casts Julia Fox as a fierce femme agent, dripping in ’90s glamour and empowered femininity.
Agent Provocateur’s latest campaign for Fall/Winter 2025 delivers exactly what the name promises: provocation with purpose. And who better to channel that ethos than Julia Fox? The model, actress and cultural provocateur steps into the spotlight as the brand’s newest muse, embodying an unapologetic blend of strength and sensuality.
Photographed by Greg Williams and directed creatively by Sarah Shotton, the campaign draws from the raw glamour of ‘90s New York, reimagining Fox as a modern-day secret agent — fearless, polished, and always in control. From structured silhouettes to sheer seduction, the collection bridges ready-to-wear and lingerie through striking pieces like the Billi dress, the sculptural Mercy bustier and the bold Nelle range.
“The brand has a legacy of celebrating and empowering women and their bodies, and when I shot this collection, I felt it immediately; on set I felt strong, sexy and totally in control,” said Fox in a statement. “I also really had some fun with it.”
Seen wearing her favourite AP pieces — the Penelopi, Rozlyn and Jessah sets — Fox turns each look into a statement of self-possession. With this campaign, Agent Provocateur doesn’t just sell lingerie; it offers a mood, a mindset, and a declaration of power.
