lingerie brand Agent Provocateur has unveiled a new campaign that celebrates the unparalleled potential of the female physique.
Starring four Olympic athletes from the UK, US, and Canada, the campaign is an Olympiad vision of feminine strength, tapping into a trending topic in advertising.
The cast includes Alysha Newman, a Canadia track and field athlete specializing in pole vault; Sasha Digiulian, a professional rock climber from Virginia, USA; Queen Harrison, an American hurdler and sprinter; and Georgia-Mae Fenton, a British artistic gymnast.
All athletes are highly regarded in their sports and are depicted in the ‘Play to Win’ campaign taking on various feats while wearing branded pieces from the luxury label, from a lacy lingerie set to a showgirl playsuit.
“Agent Provocateur’s Spring/Summer 20 campaign is about bringing women together who are outstanding in what they do. We wanted to hero the magnificence of their sports and body confidence and how wearing Agent Provocateur can make you feel great,” said creative director Sarah Shotton.
“The campaign celebrates their femininity and the beauty of the athletic body. The athletes for SS20 continue AP’s story of the celebration of women and the female form.”
The campaign was captured by photographer Charlotte Wales and styled by Charlotte Collette.