Store Agent Provocateur

Product range. Lace, silk, luxe are the key defining characteristics of the brand. Stay away if you're looking for everyday underwear. Agent Provocateur collections also despise padded bras and other shapewear.

Originality. On a global scale, the label does not really stand out if compared to its rivals like Kiki de Montparnasse. However, a retail chain of over 100 stores worldwide makes the company unchallenged on a number of markets where it remains the only option for remain unchallenged in a number of countries for those looking for the strings made of the finest lace.

Chic. Oozing sexual appeal sells well in all seasons.

Pricing. Exorbitant, by any standard.

Corporate history highlights. French name (literally 'inciting agent') notwithstanding, the label originated in the UK in 1994. It was founded by Joseph Corré, the son of Vivienne Westwood, a punk provocateur of its own, and his then-wife Serena Rees.

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