Irina Shayk Is Agent Provocateur's New "Neo-Diva" for Fall/Winter 2026

Irina Shayk knows how to make an entrance. For Fall/Winter 2026, the supermodel stars in Agent Provocateur's latest campaign as the lingerie label's "Neo-Diva," bringing a dose of dark glamour, confidence and old-school seduction to the collection.

The campaign was shot by photographer Steven Klein, with styling from Patti Wilson, and the two lean hard into shadow. Set against a moody, cinematic backdrop, Shayk commands the frame with an almost unnerving stillness, draped over a lacquered chair beside a glossy black vintage car, appearing in fine silk stockings, sculptural lacquered accents and decadent embroidery that create a mood equal parts mysterious and rebellious. Lace shapes the body throughout while sheer fabric softens the edges, and small bow details keep the overall story from tipping into something too severe. One standout piece from the collection is the Josephina bodysuit, built from premium Italian stretch-lace with a bespoke monogram and romantic floral embroidery that nods back to '90s catalogue aesthetics.

The campaign's central character reflects Agent Provocateur's evolving vision of femininity. Rather than relying on overt sexuality or theatricality, the "neo-diva's" power comes from confidence, comfortable with both vulnerability and desire without feeling the need to perform either.

For creative director Sarah Shotton, Shayk was a natural fit for the role. "Irina has an extraordinary presence and confidence," Shotton shared, describing the model's portrayal of the Agent Provocateur woman as "powerful" and instinctive, adding that watching Shayk fully step into the role during the shoot "felt entirely right."

The concept also speaks to a new generation of Agent Provocateur customers, who have grown up with the brand and are now reshaping its codes in their own image. Since its start on Soho's Broadwick Street back in 1994, the female-led British label has built its identity on subverting the male gaze in favor of female pleasure and freedom, and the Neo-Diva concept continues that thread. Across the Fall/Winter 2026 collection, lingerie moves between seduction, everyday dressing and outerwear, proving that, for the "neo-diva," there's no single way to wear it. The full collection is available now in Agent Provocateur boutiques across London, New York, Los Angeles and Paris, as well as online.