agent provocateur | liberty ross AW23

If you’re puzzled as to why the Nineties are suddenly back in full swing, let Agent Provocateur‘s latest campaign show you why. The AW32 campaign features iconic 1990s model, author, and business-owner Liberty Ross fronting the label’s creative that completely embodies the term “Risqué Business,” the name for the collection.

Equal parts cinematic and hyper-sexy, Ross personifies “The Boss” in an imaginary story that weaves in jewellery heists, hot pursuits, and everything in between. The entire concept, which was crafted by the label’s Creative Director Sarah Shotton, was captured by photographer and film-maker, Carin Backoff in Los Angeles. “What an incredible Agent Provocateur muse Liberty is…!” states Shotton when asked about the collaboration between the label and Ross. “I love her taste, I love her values – I love that at forty-five, she looks as desirable and unbelievable as any campaign star could. Most of all I love her infectious energy. She’s living proof that there’s freedom to be found in giving your life exactly the shape you want.”

In true Nineties fashion, the label embraced the idea of make-believe; imagining oneself indulging in a wardrobe fit for seductive secret agents. With this in mind, the collection spans ready-to-wear and couture-inspired accessories, including kinky corsetry, delicate lace, and jewel-encrusted lingerie. As Ross “The Boss” instructs her fellow Provocateurs and teaches them the “codes of lingerie” all while strutting in lush silk lingerie and sitting in her boudoir-meets-control-room.

The label, which was founded in 1994 in Soho, is one that has been at the forefront of counterculture. Shifting and subverting the male gaze, Agent Provocateur’s “Risqué Business” is just the next chapter in the label’s desire to celebrate the world of lingerie, designed by women and made for everyone. 

Agent Provocateur’s AW23 collection is available online now.

photography. Carin Backoff
creative director. Sarah Shotton
fashion. Simon Robins
talent. Liberty Ross
models. Delmi Vieira, Jessica Ann Strother, Laura Oganessian, Isabella Carr
make up. Georgia Sandev
hair. Peter Savic
nails. Jolene B
videographer: Ricardo Martinez Roa
b-roll photography. Erin Pederson
set design. Heath Mattioli
production JN Productions


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