The Provocations Continue

In 1994, Joseph Corré, the son of Vivienne Westwood and Malcolm McLaren, co-founded Agent Provocateur in London with Serena Rees (his wife). From the start, the brand was never meant to be quiet or conventional. Agent Provocateur challenged the soft, romantic image that dominated lingerie in the early 1990s and replaced it with theatrics and unapologetic female confidence.

Corré grew up immersed in punk culture, rebellion, and fashion disruption, so it’s no surprise that his brand carried that same energy. The boutique’s pink interior and provocative window displays quickly became iconic, drawing attention from celebrities and fashion insiders alike.

Agent Provocateur represented a shift in how sexuality was marketed; it was not passive, but powerful. In many ways, Corré extended his parents’ legacy of challenging norms. He continued it by proving that controversy and creativity could coexist in luxury fashion.

---

One of the store fronts.