For its Spring/Summer 2020 collection campaign, Agent Provocateur has swapped its more usual models for Olympic athletes to leverage Tokyo 2020.
The iconic UK lingerie brand teamed up with four Olympians – British gold-medal gymnast Georgia-Mae Fenton, Canadian pole vaulter Alysha Newman, American gold-medal hurdler Queen Harrison-Claye, and American rock climber Sasha DiGiulian – to front a campaign celebrating power, muscle, fitness and identity.
The campaign, which was conceived and created by an all-women team, seeks to celebrate female strength and empowerment and launched to coincide with International Women’s Day.
A 20-second teaser clip,
was followed a week later by the hero film.
These were backed by supporting set of social clips and photographic imagery all seeking to capture their strength and sporting skills and, of course, the brand’s latest collection of lingerie, swimwear and ready-to-wear clothing.
This season, Agent Provocateur celebrates the superhuman force of the female. Four incredible athletes star, exploring how ambition transforms in body and mind. #WePlayToWin #AgentProvocateur
Discover the Campaign: https://t.co/5YNAntkvhP pic.twitter.com/cbueeo1Hob
— Agent Provocateur (@TheMissAP) March 9, 2020
The ‘Play To Win’ campaign messaging celebrates female power in whatever way each athlete chooses to harness it.
“They are all amazing women. I’m always astounded and inspired by women who push their bodies and mind to the extremes,” says Sarah Shotton, Agent Provocateur’s creative director.
“They use power of their body and mind to reach their goals. They are strong-minded and dynamic women, unafraid to show their sexuality and femininity in their individual ways. I wanted to ‘hero’ this idea in the campaign, showcasing four amazing athletes who are at the top of their game. We wanted to highlight the athletic body, the beauty and power of both curve and muscle.”
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The brand, which describes itself as ‘a pioneer of sexual liberation’, claims that its customer is changing with more female purchasers who are more confident and who know what they want.
But it hasn’t been without controversy.
The New York Times questioned whether the campaign was “a step forward or a great leap back?”
Links:
Agent Provocateur
https://www.agentprovocateur.com/
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