Kate Moss is back as the face of Agent Provocateur. This time modeling the company’s bridal lingerie. Impeccable timing for a campaign, as rumours circulating Moss’ own wedding this summer have been making front page headlines. Agent Provocateur’s new range includes demi-bras, tasselled nipple ‘pasties’, tulle eye-masks, lacy thongs and baby doll nighties.
In a nod to Kate’s alleged forthcoming event to The Kills guitarist Jamie Hince, the Agent Provocateur’s White Wedding range also includes a mock wedding invite to Kate’s nuptials on its website.
Kate, 34, said of Agent Provocateur’s lingerie: “I find it’s the most sexy lingerie to wear.”I love their attention to detail and I’m a particular fan of the kicker bum detail.”
Kate is featured in a series of videos released online to promote the bridal range. Titled ‘The Happiest Day of Her Life’, is the first in a series of six experimental films that follows the demise of Moss’s big day, released online at SHOWStudio.
Agent Provocateur was founded by Joseph Corré and Serena Rees. Corré is the son of British fashion designer Vivienne Westwood and Sex Pistols’ ex-manager, Malcolm McLaren.
The company is known for producing controversial adverts, such as those released in December 2001 featuring pop singer Kylie Minogue. The advert, which was shown only in cinemas, helped push the envelope on sexual innuendo in advertising media and helped demonstrate the power of internet based viral marketing.
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Lingerie by Agent Provocateur has become popular with celebrities and the company often features high profile celebrities to promote its fashion campaigns. In previous years these have included Kylie Minogue, Maggie Gyllenhaal and Kate Moss.
“Agent Provocateur”, the line’s first perfume, was launched in 2006.
Image: Kate for AP