Liberty Ross is the latest 1990s big-name model to be fronting an AW23 ad campaign with Ross appearing in the new-seaon Agent Provocateur creative.

Agent Provocateur

The imagery, dubbed ‘Risqué Business’, is described as “a cinematic and hyper-sexy campaign” and Ross’s inclusion is as much about her status as an “author, and business owner” as her modelling days.

In the campaign, she assumes “her final form as ‘The Boss’ in an imagined tale of jewel heists and hot pursuits” dreamed up by Creative Director Sarah Shotton and shot in Los Angeles by photographer and film-maker, Carin Backoff. 

The collection itself is “inspired by the make-believe wardrobe of seductive secret agents”, and includes ready-to-wear and “couture-inspired accessories: kinky corsetry, delicate lace and jewel-encrusted lingerie”. 

Ross is seen in “silk lingerie, crystal details glinting in the soft light of her boudoir-meets-control-room, as she puts her Provocateurs to work. The aim? To teach her new ‘agents’ the codes of lingerie”.

Agent Provocateur

It’s an interesting story-telling approach that’s more creative than the usual lingerie campaign approach and also takes in age-inclusive elements.

Sarah Shotton said: “What an incredible Agent Provocateur muse Liberty is… I love her taste, I love her values — I love that at 45, 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.” 

And she added that as the owner of roller rink Flipper’s Roller Boogie Palace (described by American Vogue as “the centre of Hollywood’s pleasure-seeking universe”), Ross is “synonymous with the same sense of playfulness and liberation that defines Agent Provocateur”.

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