Agent Provocateur Spring 2012 ad.jpg

For their Spring ad campaign, Agent Provocateur has enlisted the help of French actress Mylène Jampanoï. She is joined by a bunch of other models in the Seventies-inspired, soft-focus lens style photos which were taken by director Jordan Scott, daughter of Ridley Scott. Scott has also been put in charge of creating a series of short films to help launch the campaign. These will be available to watch via the Agent Provocateur website during Spring.

[via WWD]

Agent Provocateur Spring 2012 ad 2.jpg

"I was looking at [photographer] David Hamilton's images and watching lots of soft-focus movies like 'Emmanuelle' and 'The Story of O,'" said Agent Provocateur's creative director Sarah Shotton.

"Some people are a little bit scared of getting through Agent Provocateur's shop door, and the campaign was a way of us saying, 'it's not all about Miss Whiplash,"' said Shotton.

Also to accompany the campaign, the lingerie label will release an in-store magazine which will be "reminiscent of a vintage Seventies title."