Paloma Faith has been unveiled as the new face of Agent Provocateur, replacing Naomi Campbell.
The British singer, who worked part time for the label’s Broadwick Street boutique when she was 21, stars in the new AW15 campaign, Knickers Forever.
Playful new images released today were shot by Faith’s former colleague, Alice Hawkins, who took inspiration from the Polaroids that she used to take while working at the store.
The campaign has launched on Agent Provocateur’s website and social media channels.
Agent Provocateur said it aims to portray “a true insight” into Agent Provocateur, engaging real AP store girls, famous ex-Agents and AP fans alike.
The label’s sales associates are set to post on Snapchat and Periscope, providing a glimpse into the experience of working for the label.
Read the October issue of Lingerie Insight, out next month, to read an interview with Paloma Faith.