AP creates diffusion line for department stores

Agent Provocateur will introduce its first diffusion line into department stores next year with an autumn/winter 2013 collection.

The new range, called L’Agent, will be co-designed by actress Penelope Cruz and her dancer sister, Mónica Cruz, under the oversight of Agent Provocateur’s creative director Sarah Shotton.

Up to three British department stores are likely to be selected to sell the AP diffusion line, which will not be put on sale in the company’s own boutiques.

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Garry Hogarth, CEO of Agent Provocateur, says the collection has been several years in the planning, and should allow the brand to capture a larger customer base. “We are pleased to be able to offer L’Agent to a wider audience. The L’Agent collection will be broader than the main line while remaining true to the Agent Provocateur brand DNA.

“We have been talking about the possibility of a diffusion line for some time and the partnership with the Cruz sisters has come at the perfect time. We are aiming to secure 2-3 key retailers in each global territory for the launch season,” he explained.

No prices have yet been revealed, but a spokesperson for the brand said that the L’Agent collection will be “competitively priced”. The main AP collections are priced at around £150-200 for a bra and knicker set in the UK.

Mónica Cruz is already associated with Agent Provocateur, having modelled for the brand in its autumn/winter 2012 campaign.

Speaking about the collaboration with the Cruz sisters, creative director Sarah Shotton explained: “Mónica Cruz was sensational in our Autumn Winter 2012 campaign, and Penelope Cruz has always been a muse for Agent Provocateur. Penelope and Mónica are both long-time lingerie fans and have brought a new design sensibility to the brand. Working with the Cruz sisters was a great opportunity to bring the diffusion line to life and to further strengthen the brand’s relationship with them.”

Penelope Cruz added: “It is so exciting for me and Monica to embark in this new adventure. We have always been huge fans of Agent Provocateur and both of us are very much looking forward to this long term collaboration. We feel extremely happy to become part of this great team.”




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