Agent Provocateur's new face is... Maggie Gyllenhaal!

When Agent Provocateur and Kate Moss cut ties earlier this month, rumours were that Daisy Lowe was set to replace Kate Moss as the lingerie brands face. Well as it turns out Daisy isn’t the new face, and as co-owner Serena Rees told the Mail, the new face is “quite different, she’s not sexy in an overt way”. And she isn’t. Maggie Gyllenhall has more of a girl next door image and is a mother, a wife and sister.

The ad campaign was photographed by Alice Hawkins and the first episode of the 4 episode campaign will debut on September 1.

Do you think Maggie is a good choice for Agent Provocateur?

[Via: wwd.com]

Agent Provocateur's new face is... Maggie Gyllenhaal! - Comments

dawngrrl

It's perfect! Maggie has such a unique sexiness that will give this campaign a great feel. For as girl next door looking as she can be, she has a touch of naughtiness that will make it a bit mischievous.

Joanne

I find it appropriate, since the definition of "agent provocateur" is someone who tries to "shake things up". I like that they went with someone 'different,' who isn't exposed to within an inch of their life (coughkatemosscough).

Also, I've seen "Secretary," and that film is awesome. It could provide some inspiration for their ad campaign. :D And I had to LOL at Helen's comment - "sure as hell got a hint of the filthy about her" - yeah, that kind of sums it up.

candid cool

hm...interesting choice

Helen

I think she'd be perfect! But....girl next door? Are you serious? I've only seen her in three films; one as a lesbian, one as a 'submissive' and one as the sister of a schizophrenic! She may not be 'overtly sexy' but she's sure as hell got a hint of the filthy about her!

amber at painfullyhip

i LOVE this choice! she'll add a sophistication to the line that's not as overtly sexual as previously. she may seem mumsy in real life, but she has a great figure and, as seen in her past ad campaigns, can take amazing photos!