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Agent Provocateur is a British lingerie retailer founded in 1994 by Joseph Corré and Serena Rees. The first shop was opened on London’s Broadwick Street in the Soho district in 1994. Since then, the company has stores 30 stores in 13 countries across the globe including cities such as London, New York, Vancouver, Las Vegas, Los Angeles, San Francisco, Paris, Vienna and Berlin. In 2007, Agent Provocateur was purchased by the private equity house 3i for £60m.

The company is known for producing controversial adverts, such as those released in December 2001 featuring pop singer Kylie Minogue. The advert, which was shown only in cinemas, pushed the envelope on sexual innuendo in advertising media and demonstrated the power of internet based viral marketing.
Lingerie by Agent Provocateur has become popular with celebrities such as Paris Hilton, Fern Britton, and Carmen Electra, and the company often features high profile celebrities to promote its fashion campaigns. In previous years these have included Kylie Minogue (2001) and for the second time Kate Moss in 2008 (she previously appeared in ads in 2006). “Agent Provocateur”, the line’s first perfume, was launched in 2000.[citation needed] Hollywood actress Maggie Gyllenhaal took over for supermodel Kate Moss as the new face for the line in 2007.

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