Anton Corbijn creates edgy film for Agent Provocateur's AW17 campaign

By

Merle Ginsberg

Published
Sep 5, 2017

More and more these days, fashion and fragrance brands are using video as a major marketing tool. UK lingerie brand Agent Provocateur has been making such fashion short films for over a decade, with well known filmmakers including Mike Figgis. For its new autumn 2017 campaign, it has hired filmmaker/photographer Anton Corbijn – using models Elise Crombez, Magdalena Frackowiak and Abbie Fowler.

The seductive sensibility of it is the center for Agent Provocateur ‘s Tease & Hustle campaign for Autumn/Winter 2017. The themes - anticipation & empowerment - will be leveraged across all brand communication. Ahead of the film’s release week, a ‘Tease’ element was revealed through fly-posting in London, Paris, New York and Los Angeles as well as in the windows of Agent Provocateur boutiques internationally.
 
As a photographer, Corbijn is known for his work with musicians like Bob Dylan, David Bowie, and Morrissey, and he’s been the creative director for U2 and Depeche Mode for over two decades. He also directed many major music videos until he stepped into filmmaking in 2007 with “Control” (about Joy Division). Corbijn has since directed “The American” (with George Clooney) and “A Most Wanted Man.”

The campaign video was released on the brand’s website on September 5.

Agent Provocateur has had a troubled time in recent years but appears to be working its way back with a determination to make an impact, if this film is anything to go by. Founded by Vivienne Westwood’s son Joe Corre and his then-wife Serena Rees in 1994, it had suffered weak sales as strategic missteps saw it over-expanding while losing its 'edgy' image. But the new film goes a long way towards restoring that edge and reversing the drift towards the mainstream under its previous owners.

Controlled by private equity firm 3i for a decade, the UK company was put into administration earlier this year and acquired by Four Holdings, the parent company of fashion agency Four Marketing, which represents major brands including Stone Island, Paul & Shark and CP Company.

Four Holdings is an independently owned company in which retail billionaire Mike Ashley has a minority 25% share, although he has no control over the business. Its ownership of the label is suggestive of brighter times for Agent Provocateur with its strong experience of handling brands and understanding their DNA being just what is needed at the lingerie company.