Agent Provocateur SS25 "Raw Power" Collection Celebrates 30 Years of Bold Femininity

Luxury lingerie brand Agent Provocateur is marking its 30th anniversary with the release of its Spring/Summer 2025 “Raw Power” collection, a bold celebration of self-expression and empowerment. The British label reimagines its iconic styles, blending vintage Americana with a 90s London edge to create a collection that transcends fashion and becomes a second skin for the modern woman.

The “Raw Power” collection features French lace, fine silk, gold-plated chains, PVC, and crystal accents, crafting sultry silhouettes that exude confidence and allure. From reimagined signature pieces to elevated bridalwear, kink-inspired designs, and showgirl-worthy statement looks, the collection is a testament to Agent Provocateur’s legacy of pushing boundaries.

Shot by acclaimed British photographer Charlotte Wales and creatively directed by Sarah Shotton, the campaign strips away the “noise” and “fluff,” placing women and their raw power at the forefront. The collection celebrates the unapologetic nature of femininity, embracing rebellion, sex, and performance.

In an exclusive press release, Shotton shared, “SS25 captures an essence of rebellion, sex, and performance. It’s a collection for the unapologetic frontwoman, a lioness, a matriarch, a sex goddess. She is whoever she wants to be, and she is always in charge of her own making.”

Agent Provocateur’s rock ‘n’ roll attitude, which has defined the brand for three decades, is reimagined for a new generation. The “Raw Power” collection celebrates lingerie as a tool for transformation and self-discovery, empowering women to embrace their true selves with confidence and boldness.