Agent Provocateur, a high-end, sexy lingerie brand created in 1994 by Vivienne Westwood's son, has a very different approach to the sale of lingerie and is known for extravagant, boundary-pushing campaigns. The "Always Remember" campaign with Paz de la Huerta is no different. Agent Provocateur's primary targets are upper class power women between years 20 and 45, it advertises in magazines such as Vogue, or Elle as well as in movie theaters. The spirit of the brand is to be very provocatively sexy, while keeping a sophisticated image; it is erotic without being tasteless. Agent Provocateur often uses celebrities for their different campaign such as Kate Moss, Kylie Minogue, or Paz de la Huerta. The "Always Remember" campaign appeals to needs of attention, sex and prominence, as we shall see through the analysis of three short films from the campaign. .
Paz de la Huerta is a notorious party girl who has, in the past, given paparazzi more than they have bargained for – the highlight of this being when she drunkenly tripped and exposed her breast after being rejected from the 2011 Golden Globes. She also stars in HBO's hit show: Boardwalk Empire. The campaign is made of short films directed by Johan Renck. In the first one, entitled "A lady knows how to turn a fall into a rise", Paz drops her bag in front of paparazzi and, to pick it up, crouches in a sexually suggestive pose while blatantly exposing her lingerie. "A lady always leave her public with a good impression" is the title of the second ad where Paz walks to her limo and pulls up her dress to flash her panties in front of paparazzi. Finally in the last short film called "A lady knows how to keep them wanting more" De la Huerta, in a black cocktail dress brazenly exposes her lingerie, not just in front of the paparazzi, but actually for them and is snapped by myriads of flashes.
