If you thought British glamour couldn’t surprise anymore, Agent Provocateur is breaking all the rules again. In its latest campaign, the brand went all in, transforming British actress Emily Atack into the ultimate “Duchess” for Spring/Summer 2026. The result? Not a quiet aristocratic image, but a full-on fireworks display of provocative luxury.
The campaign is inspired by country life in 1980s Britain: luxury, provocation, and a touch of glamorous madness. On screen, you’ll see polka dots, florals, and PVC, with an atmosphere so distinctly British that it comes through even on camera. The shoot was photographed by Claire Rothstein, with creative direction by Sarah Shotton and styling by Karen Langley, creating a truly decadent visual story.
Emily Atack, known for her roles in Rivals and The Inbetweeners, perfectly embodies a playful and bold attitude, ideal for Agent Provocateur. “We needed someone bold, British, and absolutely stunning — and it could only be Emily,” says Shotton. The actress adds: “From our first lunch to a fun afternoon in Soho trying on lingerie, to the shoot day at Camfield Place, I felt part of the team and fully trusted the process.”
This collection isn’t just lingerie: it’s a symbol of confidence and power, perfect for a true duchess. Luxurious fabrics, daring silhouettes, and authentic British chic make it a must-have for anyone who loves an elegant yet provocative style.
You can check out the campaign on the Agent Provocateur website, where the full SS26 collection is available. For men, it’s not just about aesthetics — it’s a true inspiration for how to combine elegance and audacity in a look that’s impossible to ignore.
