Agent Provocateur was founded by Joe Corre and Serena Rees in 1994 opening its first boutique in Soho, London. Since that time Agent Provocateur has become an iconic globally recognized brand breaking new ground with every collection and rightfully earning its place as a benchmark brand in the world of lingerie. It is a brand that is confident, sensual and irreverent. It is known for its craftsmanship, its fit, its appreciation and use of beautiful fabrics and its playfulness. Agent Provocateur's unique brand image is renowned for being provocative and yet always leaves something to the imagination. Agent Provocateur celebrates and empowers women.

With headquarters in the East End of London the company is now under the Creative Direction of Sarah Shotton, a member of the design team since the brand's launch. Agent Provocateur has a Retail network of 47 outlets throughout Europe including the UK, France, Germany, Spain, Russia and Scandinavia as well as in the United States, Canada, UAE and Asia. Each boutique is a luxurious emporium featuring boudoir inspired furnishings that complement the collections and indulge the customer. The sales-staff wear the iconic pink house coat designed by Vivienne Westwood.

Agent Provocateur's campaigns, cinema advertising and events have all attracted extensive media coverage. In January 2009, the video 'Proof' starring Kylie Minogue was named the number one cinema advert of all time in a Digital Cinema Media poll. Agent Provocateur have always understood the important marriage between scent and seduction, and in 2000 Agent Provocateur launched its first eponymous signature fragrance. In 2001, 'Agent Provocateur' won a Fifi award for 'Best New Fragrance' and has since become a classic. In 2007, another Fifi Award was presented for 'Best Prestigious Fragrance' for the second perfume, 'Agent Provocateur Maîtresse'.

Now encompassing swimwear, beauty, hosiery and accessories in addition to lingerie, Agent Provocateur continues to excite and inspire on a global scale.