L’Agent by Agent Provocateur, the diffusion line designed alongside Penélope and Mónica Cruz, has announced the opening of its first standalone store in London.
The Cruz sisters were at the Brushfield Street store in East London’s Spitalfields on Thursday to mark the opening, both wearing L’Agent.
Launched in August 2013 as a wholesale lingerie line, L’Agent by Agent Provocateur has swiftly grown to be a key player in the lingerie market.
L’Agent launched an ecommerce website in August 2014, and the latest expansion of the retail offering follows the recent opening of two US stores, in New York and Los Angeles.
Inside the 88m2 London store, the fit reflects L’Agent by Agent Provocateur’s youthful, tongue in cheek style, featuring pale pink walls offset by splashes of bold L’Agent purple, and complimented by white table drawers and displays, black carpet, a bold zebra stripe rug, and light box units displaying current look book imagery.
Penélope Cruz commented: “We are thrilled to be opening our first stores. We have been involved in every stage of the development of this brand, so having our own boutiques where we can go in and look at the full collection lining the walls is incredibly exciting for us.”
Creative director Sarah Shotton said: “We originally launched L’Agent by Agent Provocateur as a wholesale line, but we’ve been really happy with how the collections have been received and we just launched ecommerce on the website, so standalone boutiques were the next natural step. The stores have that playful L’Agent feel to them, but still with the intimacy you would expect from Agent Provocateur.”