For its Fall 2019 campaign, Agent Provocateur creates ‘Club AP’ — a female operation located deep, deep inside a secret location… a pink-hued parallel dimension somewhere between truth and fiction, reality and play. It’s a fantasy world where dance moves defy the limits of physicality and people can tap into their alter-ego and set free the most intimate depths of their personality. The video features a range of dance, representing a ritualistic aspect to desire, while also giving space for freedom and letting go of all inhibitions.
“Agent Provocateur’s Autumn Winter 19 campaign is inspired by the new hedonism: the feeling that comes with looking after yourself, pushing your body to its limits and an unapologetic expression of kinky, sexiness and fun. We wanted the campaign to highlight the sisterhood coming together, exploring how dancing can make you feel alive and how wearing AP can transform you. The diverse troop of women show how it feels to be a woman in 2019 in an Agent Provocateur way,” said Creative Director Sarah Shotton.
Shot by the same all-female team at the helm of the brand’s last three iconic campaigns — Charlotte Wales, Danielle Polanco and Ursina Gysi — the clip features a troop of 25 women, including ballerina Kylie Gonightly, twins Deuce la Dolce, and spiral artist Madame Spirale. The addictive tune at the center of the narrative is ‘Deep Inside’ by Hardrive. The lyrics ask, “How does it feel to be a woman?” The answer? “Amazing.”