Agent Provocateur 2027: Irina Shayk and the Noir Turn

Agent Provocateur 2027 is taking shape in one set of night photographs. The London lingerie label, founded in Soho in 1994 by Joseph Corre and Serena Rees, released its Autumn/Winter 2026 campaign in the autumn of 2026: Irina Shayk in a concrete garage beside a vintage car, shot by Steven Klein under the title "Everyone Remembered Her". The creative director behind it is Sarah Shotton, and the year around the campaign has been carried as much by stages and magazine covers as by the brand's own shops.

The Steven Klein campaign

GoSee published the full credits on October 9, 2026. Klein shot it, Patti Wilson styled it, Ryan Mitchell did hair and Jenna Kuchera make-up. The set, by Jack Flannagan, is a film noir garage lit in cold blue, The Impression noted in its review. The clothes are the house staples: embroidered sets, corsetry, garters and stockings, with patent pumps and black leather pieces. Shine is everywhere, on lacquer, chrome and patent.

The brand frames Shayk as a "Neo-Diva". Shotton's own description, quoted by GoSee, is that the new heroine "inherits the attitude but owns it with a more deeply embodied confidence." The Impression read it more drily: the label is not dropping its provocative image, it is changing who appears to be in charge of it. That is a fair summary of the shift. The 1990s Agent Provocateur sold a fantasy aimed at an onlooker; the 2026 version puts the woman in charge of the scene.

Agent Provocateur 2027 on stage and on the cover

The other half of the brand's year has happened on famous bodies, and it is the most reliable record of what the label is actually making.

• May 2026: Christina Aguilera wore the sheer black Mariann underwired balconette bra under a sheer top at The Abbey's 35th anniversary party in West Hollywood, Yahoo reported on May 25.
• June 2026: Addison Rae performed in Dublin in a blush pink latex bra with a sweetheart neckline, matching low-rise latex briefs and black lace-trimmed stockings, theFashionSpot reported on June 5.
• July 2026: Dua Lipa's Service95 announcement featured a black lace demi bra with small ribbon bows, which AOL noted had been discontinued.
• September 2026: Charli XCX wore the black Merci corset, floral lace with vertical boning and gold-toned hooks, on the Fall 2026 cover of Playboy, shot in London by Aidan Zamiri (theFashionSpot, September 17).
• September 2026: Shakira appeared in a music video with Maluma in a custom deep-red halter micro dress held together by thin straps and gold O-rings, Reality Tea reported on September 19.

What the list says about the product

Read together, these pieces show the line's current weight: sheer black lace, structured corsetry, latex and hardware. The custom work for Shakira points to a label that still builds one-off stage pieces. None of it is new territory for Agent Provocateur, which has sold latex and corsets since the Soho years. The difference is the setting. Pop stars now wear the pieces as outerwear on stage, which suits a season in which Il Foglio counted lingerie-style tops and corsets among the threads of the Milan Spring/Summer 2027 shows.

Where the label stands

Sources for this piece show no new store openings, ownership news or Spring/Summer 2027 runway show for the brand in the past year. The ownership has been settled since 2017, when the company went to Four Holdings, part-owned by Mike Ashley's Sports Direct group, after a pre-pack administration.

The early history, including Corre's and Rees's Broadwick Street shop and the banned cinema films, is on the Agent Provocateur brand page and in the profile of co-founder Joseph Corre.

For now, the brand's direction for 2027 is the Klein campaign: lacquered surfaces, cold blue light and a heroine cast as a diva rather than a pin-up. Whether the product lines that follow keep that tone is a question for the Spring/Summer 2027 deliveries, which the brand had not detailed by mid-October 2026.

Last updated October 28, 2026