Penelope Cruz attends the 'Venuto al Mondo' (Volver A Nacer) photocall at the Kursaal Palace during the 60th San Sebastian International Film Festival on Sept. 25, 2012 in San Sebastian, Spain.
In a bid to extend its appeal beyond the 1%, superluxe lingerie brand Agent Provocateur has announced the creation of L’Agent, its first diffusion line, in partnership with sisters Penelope and Monica Cruz. More than a dozen styles are anticipated, each containing pieces such as bras, underwear and corsets.
Intended to be a standalone collection, L’Agent will be designed independently from the main line and sold at various retailers worldwide, though not in Agent Provocateur’s own stores or website (better not to cannibalize its own sales, we assume). Slated to launch on Aug. 1, the diffusion line’s price point will be significantly lower than Agent Provocateur’s—a bra will run you $300 and a corset $1190 in the brand’s stores, while the average price of an item from L’Agent is $64.
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Agent Provocateur was founded in 1994 by Joe Corre, the son of British designer Vivienne Westwood and punk artist Malcolm McLaren, along with Corre’s then-wife Serena Rees. The brand has always embodied an aspirational decadence and sensuality, but now it seems to have set its sights on a slightly younger, more cost-conscious customer as well.
The company is confidently banking on sultry sexpot Penelope Cruz and her sister Monica to be the faces of L’Agent, in addition to their behind-the-scenes involvement. The CEO of Agent Provocateur, Garry Hogarth, told WWD that he envisioned their partnership lasting a minimum of five years.
“It is so exciting for me and Monica to embark on this new adventure. We have always been huge fans of Agent Provocateur and both of us are very much looking forward to this long-term collaboration,” Penelope told WWD.
Monica Cruz also appears in the Agent Provocateur’s latest ad campaign, though this sort of partnership is nothing new to the duo: previously, Monica and Penelope have collaborated with Spanish retailer Mango, as well as handbag designer Samantha Thavasa.
If L’Agent can make the average woman feel as sexy as either of these sisters, Agent Provocateur should have quite the moneymaker on its hands.