Text: Paul Madley
In the lead-up to the 2020 Tokyo Olympics, Agent Provocateur has cast some of world’s leading athletes for its latest campaign. The British lingerie company has recruited four incredible sportswomen to showcase it’s latest designs. The new campaign titled, “We Play To Win” stars Olympic gymnast Georgia Mae-Fenton, pole vaulter Alysha Newman, professional climber Sasha Digiulian and track star Queen Harrison, all wearing pieces from the collection.
The campaign was photographed by Charlotte Wales and the video was directed by Sarah Shotton. In the video we see the four athletes take on their various disciplines wearing Agent Provocateur. The solo shots are mixed with a group scene that shows the girls cycling in what has to be the sexiest spin classes known to man. The tongue-in-cheek video has a retro-80’s feel which is echoed by the soundtrack, “Oh Yeah” by Yello.
The brand confirmed that the ad is about ambition and drive, using your fire to push you forward so that you can be the best, you can be. In an Instagram post, they said, “ambition transforms. In body and mind. A fire that drives you, and it raises the bar like nothing before. Pushing you harder, faster, stronger. Do it alone. Do it together. Believe in each other. Playing to win. #WePlayToWin #AgentProvocateur.”
The Agent Provocateur SS20 Collection is available now. Check out the campaign video below.