Wholly embracing unabashed femininity in all its forms, London born women's lingerie label Agent Provocateur is an unapologetic take on female empowerment. Established in Soho in 1994, the brand has long been a champion of the unconventional, riding the wave of counterculture the area had been known for for decades. Changing the game of lingerie since its inception, Agent Provocateur has empowered women (and men) to be unafraid of self-expression and exploration, firm and fierce in their attitudes toward sensuality and confidence. Expanding from lingerie to loungewear and swimwear, as well as prêt-à-porter, Agent Provocateur carries its iconic legacy into all aspects of fashion.