Agent Provocateur just released its new Fall/Winter 2025 campaign and the face of the launch is pretty f-cking special. Tapping up none other than Julia Fox , the new visuals take inspiration from New York’s ’90s era, reimagining Fox as a fearless agent.

Lensed by Greg Williams with creative direction from Sarah Shotton, the campaign celebrates the ethos of AP, rooted in confidence and femininity. Showcasing a mix of ready-to-wear and lingerie styles, the collection includes standout silhouettes like the Billi dress, Mercy Bustier and the Nelle range.

“The brand has a legacy of celebrating and empowering women and their bodies, and when I shot this collection, I felt it immediately; on set I felt strong, sexy and totally in control. I also really had some fun with it,” Fox shares in

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