As Charli xcx once said: “I’m everywhere, I’m so Julia.” And, indeed, icon Julia Fox is everywhere, now being the face of the latest Agent Provocateur Fall/Winter 2025 campaign. Not only is she present in more spaces than we could imagine, but Julia Fox embodies the many facets of the modern woman: fashionista, entrepreneur, actress, model, writer, and, essentially, a cultural provocateur. But, more importantly, she is described by coworkers as “the kindest, loveliest, and most professional woman.”
These qualities make Fox the perfect new Agent, personifying the ethos of the brand: a confident, feminine woman recognised for her fearless style and strong sense of self. Shot by acclaimed photographer Greg Williams under the creative direction of Sarah Shotton, the campaign channels the polished, vibrant energy of ‘90s New York. Set against the striking backdrop of The Manner Hotel in SoHo, the images highlight the collection’s luxurious textures and late-night glamour, showcasing both statement ready-to-wear and lingerie pieces.
Reflecting on the shoot, Fox said, “The brand has a legacy of celebrating and empowering women, and I felt strong, sexy, and totally in control on set. I also really had some fun with it.” Williams praised her professionalism and magnetic presence, while Shotton described the collaboration as a “full circle moment,” recalling their first encounter in New York in 2019.
From Helmut Newton-inspired glamour to modern femininity, the collection is designed for women who want to feel powerful, beautiful, and unapologetically themselves. Eclectic, decadent, and romantic, the new collection is available globally online and in stores, continuing the brand’s legacy of daring, colourful, and irreverent luxury lingerie.
