Paris Hilton and Agent Provocateur? Now That's Hot

Agent Provocateur just announced global icon Paris Hilton as its latest campaign star, showcasing the brand's new Fall/Winter 2024 collection. Leading the celebrations for AP's 30th anniversary this year, Hilton embodies the role of "The Provocateur," leaning into her inner strength and confidence.

Captured in Los Angeles and lensed by photographer Greg Williams, the campaign sees Hilton evolve her relationship with the renowned lingerie brand -- a relationship that began all the way back in 2000 when she helped to open AP's Melrose Avenue store.

"Paris is everything a true Provocateur should be: fearless, feminine, and unafraid to live by her own rules. She's been part of our AP family for a long time – she has worn and loved the brand forever. Finally working together like this really was a dream come true, a pinch me moment," says Sarah Shotton, Creative Director at Agent Provocateur.

Hilton adds, "Modeling lingerie isn’t just about fashion and being hot — it's about embodying empowerment, glamour and, of course, having fun with it. Preparing for The Provocateur campaign was all about getting into that mindset: embracing my inner strength, confidence, and the undeniable allure that Agent Provocateur has championed since 1994. Working with Sarah Shotton and Greg Williams has been a complete dream – we had such an amazing day on set; the vintage Hollywood Hills vibe had me channeling my inner provocateur."

This season's collection features pieces inspired by AP's inaugural collection, revisiting its origins in a bid to evoke a welcome sense of nostalgia. Crafted from sumptuous fabric like silky satins, Italian tulle and French lace, the collection includes couture-style pieces and never-before-seen jewelry.

Take a look at the new campaign above and head to AP's website to shop the collection.

In other news, Palace and Vivienne Westwood just dropped 2024's most unexpected collab.

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