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Agent Provocateur

Shopping Soho
5 out of 5 stars
(2user reviews)
Agent Provocateur010.jpg
© Alys Tomlinson

Agent Provocateur’s trademark powder-pink boxes are to undies what a turquoise Tiffany package is to jewellery. Expect hyperventilation: from her, when she receives it; from you, when she puts it on.

Originally founded by Joseph Corré – son of Vivienne Westwood – and his then wife, in addition to bras, knickers and sizzling scraps of saucy silk, Agent Provocateur sell cutting-edge swimwear - frequently, distinctive strappy styles that tend to give rise to distinctive, strappy tan lines to match, yet still have lines of ladies queuing to buy them because they look hotter than the equatorial sun. They also offer perfumes; erotic accessories; heels (including collaborations with shoe designer Charlotte Olympia); a range of nylons that make legs nigh on impossible to resist; and even luggage designed for both “romantic rendezvous and business liaisons.” What business you choose to take it on is nobody’s business but yours. But business better be booming if you want to invest in AP’s super-deluxe ‘Soiree’ collection, which contains beaded thongs costing a sphincter-clenching £595.

The AP shopping experience is as indulgent as its products. The Broadwick Street shop is the original outlet, and celebrated its 20th anniversary in 2014. There, staff dressed in the famous AP pink uniforms can help with sizing, and – if you’re a newbie to the world of boobs – explain terms like ‘demi bra’. Clue: it has nothing to do with Ms. Moore.


Venue name: Agent Provocateur
Address: 6 Broadwick St
Opening hours: Mon-Wed and Fri-Sat, 11am-7pm; Thurs, 11am-8pm; Sun, 12pm-5pm
Transport: Tube: Oxford Circus
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Average User Rating

4.5 / 5

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This is a premium destination with luxury products and sales assistants who can conjure £500 off your credit card with a mere glass of champagne. Careful here. I just popped in for a look round and ended up with things I didn't even knew existed! The free champagne is lovely but potent and there lingerie is pricey (seriously like £300 for a basic set). The setting is sumptuous, think boudoir, and the sales girls all uber glam in their regulation Agent Provocateur baby pink and black shirt dresses. You will feel a million dollars in the beautiful lingerie in the flattering lighting as they pop in and out with extra options. "What about a corset madam?"...of course a corset! That's what's been missing from my life, a corset!!! You'll also feel a little tipsy and lighter by a few hundred pounds. My advice, look out for the sale when everything is almost instantly reduced to 50% to bag a bargain or buy from the classic range to ensure it will be around for years to come. For a seriously sexy experience, it's definitely worth the trip.


Heavy black velvet curtains, dimmed lighting and a lot of lace. Everything is sexy in all of AP boutiques. Fit of the lingerie is nearly always perfect. The luxurious lace and silks. And the ladies dressed in pink are Oh so! helpful and sweet! 

Gentlemen: if you are searching for a perfect gift for your Lady, go in there and ask for some advice. Or simply get one of their gift cards. I promise- every woman loves a powder pink box!

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