You didn’t really think Agent Provocateur was getting … ahem … soft, did you?
The naughty UK lingerie brand is nothing if not the cheekiest label in the business, and the new film promoting their Spring 2012 collection adds to that reputation.
Called ‘The Initiate‘, the erotically charged video runs less than two minutes but it’s full of teasing possibilities.
It features Franco-Chinese actress Mylène Jampanoï in an under-the-covers three-way with a lucky stud and a somewhat nervous gal pal — the initiate in the title. And you can guess who gets the most attention from Mylène.
Directed by Jordan Scott (daughter of Ridley), ‘The Initiate‘ is the first of three films that AP will release to accompany its new collection, which was inspired by the soft-focus erotica of 1970s porn classics like Emmanuelle and The Story of O.
The company says the campaign is meant to show a “softer, more romantic type of erotica” and less of the “unabashed sexuality” that has been central to AP’s recent designs and promotions.
But don’t let that fool you into thinking AP is getting tame.
While other lingerie labels use the Valentine’s Day season to lure male shoppers, Agent Provocateur is trying something riskier, with a campaign that encourages homo-erotic exploration among girlfriends — a common theme from the early films of soft-core photographer David Hamilton, another one of AP’s inspirations this season. (A V-Day promotion on the AP website depicts two young women, with the caption “I’ll show you my knickers …. if you buy them for me.”)
‘The Initiate‘ has already been viewed more than 50,000 times since its release a couple of days ago, and it’s bound to be huge in Europe, where model-actress Mylène is well known as a former Dior muse and is married to Indian super-hunk Milind Soman. North American audiences are much less familiar with her — but that’s going to change fast.
Here’s the video: