Agent Provocateur SS25: A Celebration of "Raw Power" and 30 Years of Seduction

What do you do when a brand, which is already a symbol of seduction and confidence, decides to celebrate its anniversary? The answer is clear: Provocation, luxury, and absolute self-assurance.

What do you do when a brand, which is already a symbol of seduction and confidence, decides to celebrate its anniversary? The answer is clear: Provocation, luxury, and absolute self-assurance. And that's exactly how the new Spring/Summer 2025 collection from Agent Provocateur opens. The legendary British brand, the epitome of luxurious lingerie, has released the "Raw Power" collection to mark its 30th anniversary — and, as always, it does not disappoint.

The main idea behind the SS25 collection is the transition from mere lingerie to an iconic element that becomes an extension of one’s personality and a means of self-expression. This season, Agent Provocateur goes beyond traditional designs, creating lingerie that becomes a second skin. The fusion of French lace, fine silk, and gold-plated chains, PVC, and crystals helps create silhouettes that are not just decoration, but true symbols of sexual power and confidence.

Inspired by the retro style of 90s London and vintage Americana, the collection breathes new life into the best traditions of the brand. Here, iconic designs aren’t just revisited but reworked in a completely new light, with a focus on powerful, sometimes audacious sexuality.

“SS25 embodies rebellion, sex, and performance,” says creative director Sarah Shotton. And indeed, Agent Provocateur once again sets the standards for what lingerie should look like: not just to attract attention, but also to assert that a woman has the right to be whoever she wants to be. This is a collection for those who are unafraid to be themselves, who boldly claim their right to sexual expression and confidence.

This isn’t just lingerie for romantic encounters. It’s lingerie for women who know what they want and always stay in control. It’s for those who can be a lioness in any situation, for those who are true sex goddesses, and for those who do not apologize for their freedom and power.

Let’s not forget that in its 30 years, Agent Provocateur has earned cult status in the fashion world, primarily thanks to its rock-and-roll approach. The successor of this tradition in SS25 looks entirely new, emphasizing the strength and power of every woman. “We see lingerie as a tool for transformation and self-discovery,” say the creators of the collection.

This is a collection where the music of freedom plays, and every detail accentuates the woman’s inner strength. Minimal embellishments, maximum expression: Agent Provocateur once again puts women at the center of attention, creating an intimate yet powerful shell that leaves no doubt about her influence.