New Agent Provocateur Diffusion Line: L’Agent by Agent Provocateur

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When it comes to lingerie, Agent Provocateur is the name in luxury. The famous brand is known for treating lingerie like an extension of fashion, with model-driven editorial campaigns and a new collection every season. Last October, Penelope and Monica Cruz announced that they would be collaborating with Agent Provocateur to design a lower-priced range of intimates (if you recall, Monica Cruz starred in AP’s A/W 2012 ad campaign). The news of a diffusion line was fairly unsurprising to me, as a number of lingerie brands are attempting to capture the younger market now (probably as a result of seeing the success of Victoria Secret’s PINK), and it’s a fact that if you attract younger customers early on, they’re likely to stick with you even as they become older customers… and older customers tend to have more disposable income.



Based on the images alone, I’m not especially wowed by the L’Agent Collection. I see several ranges that have been retired from AP’s main brand (the Penelope, for example, reminds me of the Nikita), but nothing that really stands out… even considering the lower price point. If I had to choose, I’d say my favorite line is the Rosalyn followed by the Clementina, but I don’t like either enough to buy full price. I do hope some reviews start coming in about the fit and quality because I’m really curious about how this new diffusion line compares to Agent Provocateur’s main label.

L’Agent by Agent Provocateur is sold at Net-a-Porter, Selfridges, and Bloomingdale’s (notably, this collection is not being sold by AP). Bras are priced in the $75 to $80 range, knickers in the $45 to $60 range, stockings in the $30 range, and slips and bustiers in the $125 to $150 range. Knickers and chemises are available in US sizes 4-12 while bras are available in sizes 32A thru 36E.

What do you think of L’Agent by Agent Provocateur? Is this the lower priced AP line you’ve been waiting for? Or are you underwhelmed?

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Cora Harrington

Founder and Editor in Chief of The Lingerie Addict. I started TLA in a small studio apartment in 2008. Since then, it's become the leading lingerie blog in the world, and has been featured on the websites for Forbes, CNN, Time, Today, and Fox News. I believe lingerie is fashion too, and that every who wants it deserves gorgeous lingerie.

17 Comments on this post

  1. Lauren says:

    While I do love the video they just released to market L’Agent, I have to say that the styles don’t look high end enough to tempt me. I’d rather get a La Perla or AP on sale (at $150+) than a set from one of these… They’re not interesting and I agree with other commenters that the leopard (and oh I love leopard print) is close to trashy/cheap.

    I don’t buy VS or Pink anything bc to me the quality is not there for the money- the L’Agent collection looks like a slightly upscale VS/Pink from a style/color perspective. I had higher hopes.

  2. Hannah says:

    I don’t mean to sound aggressive, I just hope to offer some perspective on Victoria’s Secret for future reference. I work for Victoria’s Secret and a majority of our customers are in their 30-50+. The PINK section consists of 12-50 year olds (really!). The PINK section is popular with a majority I’ve spoken to because they have the thinnest padding and are very cheap (for those who don’t want as much as a demi but don’t want unlined).
    I don’t think they’re trying to cater to 20 year olds as most 20 year olds (I’m guessing 20 is what you mean by younger) can’t afford spending 60 dollars on a bra on a regular basis. The “younger” prints and designs are mostly to feel more lively and different than what the 40-50 year olds grew up with and, believe it or not, with the Very Sexy collection, Bombshell, and Dream Angels the wild prints, colors, and laces are very popular. Classic, black and lacy sets are not as fast-selling (which makes me cringe a bit as I’m all for the classics, haha). I think this is because classic sets have been produced over and over again by a huge variety of companies and Victoria’s Secret’s focus is making a handful of styles to fit certain breast types–not innovate designs like Agent Provocateur. However our most popular bra is plainer, in fewer colors, has less padding, and more coverage (not just in our store, but across the nation–it is high up there). This doesn’t sound very “young” to me.

    L’agent have a very cute set not pictured that looks a lot like something AP would sell. The Penelope bustier is also like something AP would sell. They have a few, simpler sets which I think were intended to be staples in one’s wardrobe while feeling sexy with a garter belt. I hope they design another collection that takes more risks as Dita had a similar reaction: fans thought it was too boring. She was testing the waters. I imagine Penelope and her sister weren’t used to designing lingerie so it was definitely a new experience. I think a second collection would give us a better idea of if they really have what it takes as they will have gained experience.

    • Cora says:

      Hmmm…no, I’m not equating 20 to “younger,” though it could be, if that 20 year old is fairly affluent and has a lot of disposal income. A younger clientele includes almost that entire 20-something age bracket, I would say from the age of 19 or so up to about 27 or 28. While a college student may not be able to afford a $60 bra, a 25 year old young professional may very well be able to, and I’d consider both of them to be a younger clientele.

      Re: the Penelope Bustier, it’s actually a remake of a corset Agent Provocateur used to sell, so it’s understandable that it looks very similar. The L’Agent by AP line also includes a remake of Agent Provocateur’s ‘Nikita’ range, which was very popular when it was available. A few other pieces look very similar to past AP releases as well, which isn’t surprising as it gives Agent Provocateur the best of both worlds…their older designs which may no longer appeal to their main label clientele are being recycled at a more budget-friendly price point. They spend less money on new designs, and still profit from people who want the AP allure. I’ve also seen the L’Agent by AP collection in person (and tried a few pieces on), and wasn’t very impressed. As always, it’s totally okay if other people think it’s awesome; I’d just rather spend my money elsewhere on a brand I feel provides better value.

      Thanks for stopping by,
      Cora

  3. Jessica says:

    I actually purchased two sets. The back polkadot and the pink and black design. The knickers on the black set have a cut out back and are directional in their design although this is not shown online anywhere pictures. I am pretty fussy when it comes to fabrics but I am happy with the quality of both my sets, they are not premium fabric but not cheap looking either. The fit is great i must say. The bras fit as good as AP and are both flattering in cut and comfortable to wear all day. The lower price point makes for great lingerie I can wear on a more daily basis than my more expensive pieces such as lascivicious, Bordelle and AP. Im really happy about this new collaboration and cant wait to see next seasons pieces.

  4. Karina says:

    I happen to love the new L’Agent range! It combines the quality and style of AP at a lower price – which to me sounds like heaven. I own the Marisela blue and purple bra and I adore it! I’m 17 and usually buy all my AP lingerie in the sales, so they are basically around the same price anyway, and I think a younger and cheaper spin-off of AP is just amazing!

  5. […] las hermanas Cruz. Las reacciones no se hicieron esperar por parte de la blogger Cora Harrington de The Lingerie Addict, el cual catalogó la colección como monótona, algo aburrida y que sólo le interesa algunas […]

  6. Ale says:

    I liked them all, but the prices are still highly ridiculous.

  7. Erica says:

    AP clearly cannot manage lace – anything lacey just looks so horrendously cheap that it hurts my eyes. That was the reason I was mostly inerested in the red satin Danita set and the black robe, and neither item is being sold by Net-A-Porter. Ridiculous and frustrating!

  8. I tried on a few pieces at Selfridges. I wasn’t blown away by any of them, the design definitely doesn’t rival Agent Provocateur.

  9. firelizard19 says:

    Eh, I’m underwhelmed as well, and agree with the other comments about the prices- at least, unless we’re talking younger as in 25-year-olds with jobs but no kids… the PINK customer thinks $40 for a VS bra is a splurge, and this just isn’t different enough from those brands to tempt any of their customers away in any case. I really hate the tacky french maid outfit and the leopard print myself- they’re standard VS stuff, and the maid one is pretty much exactly what I’ve seen in VS around Valentine’s Day- “this is what all men think is sexy, right?”*barf*. Not that I have a strong opinion, or anything.

    I guess my takeaway is- just because you’re making a lower-priced range doesn’t mean you have to phone it in so obviously. Lots of them just don’t look like AP to me at all- where’s the daring? The luxury? You can convey luxury with a lower price-point, it is possible. It makes people feel that customers who want Agent Provocateur but are on lower budgets aren’t valued- and every customer should be valued. The red one and the similar velvety black ones are fine, and the basque looks nice enough, but I’m still just not buying this range. Not to mention- why all the strangely posed profile shots in the sheer cups? It makes the bras look like they lack support despite the underwire, and you really have no idea of what kind of bra it’s supposed to be when you can only see a slumped-in sliver of it.

  10. Scarlett says:

    Humm… To me it looks like a mixture of AP and Mimi.
    And concerning the prices: yes, it is cheaper than AP, but for a young target group it’s still pricey. And I’m pretty sure the fabics look much better on the campaign pictures than in real, because AP already tends to have stretch-laces that hurt my eyes (Margot for example).
    However, I’m not sure if a cheaper range is a good move for AP anyway, because they are the high-end luxury lingerie company and did a real good job (until the were sold).

  11. Thursday says:

    I’ve never cared for AP’s designs, and to me, these seem to be more of the same, but even less interesting. The red set and some of the beige pieces look nice, but at this price point, I just think, you could get something so much more interesting elsewhere.

  12. Megan Rose says:

    They’re not amazing, but nothing is terrible, either. And there’s a few pieces in there that made me stop and say “I want that.” They look well constructed, nothing looks cheap or trashy (the “french maid” thing skirts the line, though.) I’d say it’s a solid B.

  13. Anna says:

    Hmmm, my experiences with AP have been little to none. I bought a cincher from them in a sale, which ended up being depressingly small, despite carefully checking the measurements on the size guide – back that went. I’m actually quite intrigued… particularly by that gold fringe set, but a) the photo is horrendous at showing the product (the fringe looks terrible quality) and b) they don’t seem to stock it yet. The robe may also be nice, but again, it’s hard to tell with the model in such a closed pose.

    While I quite like the concept (simple can be good!) of the lookbook, the images are far too high on the contrast, so the peach sets are completely lost.

  14. Lemon says:

    Very underwhelming, I wouldn’t pay full price at all. It kind of looks like a mix of older pieces.

  15. Ana says:

    Nothing new, some colors and patterns actually made me think of Mimi Holliday, as always the size range is the same as AP. But in spite of all things mentioned I like the Danita, Leonara, Rosalyn in black and red, Simona and Vanessa (maybe it would have been easier to point out the ones I don’t like :P) because they are the kind of sets I would go for if they did my size, but obviously not for $130+ a set, who exactly is the younger audience they are trying to reach with those prices?!
    Anyway, what I was trying to say was that if more reasonably priced and with a wider range of sizes it would be a nice collection for beginners in the lingerie world with classic shapes, fabrics and colors.

  16. Catherine says:

    I ordered the Clementina set from N-A-P. I’m also a little bit curious about the quality, and since N-A-P has free shipping and a great return policy, I figured I wasn’t losing anything by just trying it! I’ll definitely let you know what it’s like. I really wish someone had the Danita in stock (the red satin one) because it looks almost exactly like my Nikita demi, which is one of my favorite bras ever. Otherwise, I’m a bit underwhelmed by the designs, and I hope they come out with some cooler underwear.

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