Paris Hilton In The New Agent Provocateur Brand Campaign

The campaign, shot in Los Angeles by acclaimed photographer Greg Williams, marks a full circle for Hilton and Agent Provocateur. Their collaboration began in 2000, when Hilton helped open Agent Provocateur’s store on Melrose Avenue. Now, their partnership reaches new heights as Hilton takes on the role of “The Provocateur”, reflecting her fearless and feminine spirit.

Sarah Shotton, the brand’s creative director, expressed her excitement about the campaign, saying: “Paris is everything a true Provocateur should be: fearless, feminine and not afraid to live by her own rules. She has been part of our Agent Provocateur family for a long time – she has worn and loved the brand for years. Finally working together like this is truly a dream come true, a moment we have to wonder if it’s real.”

Hilton herself shares her excitement, stating: “Modeling lingerie is not just about fashion and being attractive — it’s about embodying empowerment, glamor and, of course, fun. Preparing for The Provocateur campaign was all about getting into that mindset: embracing the inner strength, confidence and undeniable charm that Agent Provocateur has been promoting since 1994. Working with Sarah Shotton and Gregg Williams was an absolute dream come true – we had an amazing day on set.”

This season’s collection returns to the roots of the brand, inspired by the first collection. Incorporating luxurious materials such as silk satin, Italian tulle and French lace, it also features couture pieces and exclusive jewellery, evoking a sense of nostalgia while celebrating modern sophistication.