Paloma Faith named as face of Agent Provocateur

Paloma Faith has been unveiled as the face of Agent Provocateur’s new autumn/winter collection, adding to her previous work experience as an assistant at the Soho store. Both Paloma and the campaign photographer, Alice Hawkins, had worked together there; the inspiration for the design of the shoot drawn from Hawkins’ personal collection of Polaroids taken during their time at the store.

A throwback to her role as a shop girl, Paloma is shown wearing the recognisable Agent Provocateur uniform, and photographed modelling pieces from the luxury lingerie brand’s new collection. The iconic Knickers Forever campaign also adds to the direction of the adverts.

Paloma told Marie Claire the shoot had been designed by women with women in mind. In the interview she discussed her perception of sex and sexuality, pornography and feminism: “Just because you’re a feminist, doesn’t mean you don’t enjoy sex, or have to act like somebody who doesn’t when you’re in public.”

Faith also has strong connections to the London fashion scene: notably she accompanied Burberry’s A/W 2014 runway show at London Fashion Week with a live performance of Only Love Can Hurt Like This. She also revealed last year that she has plans to be more involved in fashion, having designed a range of clothing of her own.

She told the Evening Standard: “I really would like to bring out my own fashion line, but no one’s approached me. I don’t like to approach people for those things as it makes me feel desperate. I’m just waiting. I’ve got all the ideas ready — I’m just waiting for someone to come and ask me. It’s a bit of a mix of what I do and something that I would definitely wear myself.”

Emma Pugh