Agent Provocateur Knows "That" Feeling
From left model Anneliese Zelina, Garry Hogarth, Agent Provocateur's chief executive, and model Tabitha Hall. Photo by Evi T'Bolt.
Garry Hogarth, chief executive for English lingerie brand Agent Provocateur, dropped by the label’s Rodeo Drive boutique May 8 for a party celebrating the release of Agent’s Soiree line and re-release of the brand’s Classics Collection.
Hogarth said expensive lingerie is great business. America ranks as Agent Provocateur’s biggest market and the company intends to build 25 more U.S. boutiques by 2015. International expansion also is on Agent’s radar. The label will be opening boutiques in Shanghai, Beijing and the Chinese gambling mecca of Macao by the end of this year.
Agent Provocateur is gaining mindshare because it knows a woman’s aesthetic limits. “They’re beautifully constructed and they’re provocative,” Hogarth said of the brand’s lingerie,sleepwear, swimwear, beauty, gifts and accessories. “But they’re not at all sleazy.”
There’s fine line between sleazy and provocative Hogarth said. And how do you recognize it? “It’s just a feeling,” he said.
Interior of Agent Provocateur's Rodeo Drive boutique. Photo courtesy of Agent Provocateur.
