At Agent Provocateur, lingerie is never an afterthought, it’s the whole moment. Underwear as outerwear. Underwear as a foundational part of the day. Underwear as seduction – it can be all those things at once. That’s the mood captured by our Neo-Diva, model and actress Irina Shayk, in the mesmerising new AW26 campaign.

“Irina has an extraordinary presence and confidence,” says Creative Director Sarah Shotton. “There was something incredibly powerful about watching her become the Agent Provocateur Woman.”

Shot by Steven Klein under the creative direction of Sarah Shotton with styling by Patti Wilson, the Neo-Diva represents a new generation of AP women.

“We’ve got something happening now. A generation who are AP natives, who grew up with mothers who wore us,” says Shotton. “She inherits the attitude but owns it with a more deeply embodied confidence. She feels entitled to her femininity, her sexuality, her freedom and her vulnerability. She doesn’t need to play it up.”

Discover AW26 now – EVERYONE REMEMBERED HER.