Penelope Cruz and her sis design lingerie line for Agent Provocateur
Published 25/10/2012 | 14:01
Sisters have teamed up with Agent Provocateur to produce L'Agent, a diffusion line of the luxury lingerie brand.
The new collection, which will go on sale in August next year, is named L'Agent and has been designed in collaboration with the famous siblings.
It will feature 15 styles, each of which will have seven or eight pieces - such as briefs, thing and corsets - with an average price tag of €50 - less than half the price of the label's main line, which averages at €130..
Monica Cruz, the younger sister of Oscar-winning actress Penelope, appears in the current campaign for the brand, which was founded by Vivienne Westwood's son Joe Corre and his then-wife Serena Rees in 1994.
"It's a proper design collaboration. They've been bringing in swatches and old vintage pieces and working with the design team," Garry Hogarth, the brand's chief executive officer told WWD , adding that the siblings were even involved in the labels and hangers.
"It is so exciting for me and Mónica to embark on this new adventure," said Penélope Cruz. "We have always been huge fans of Agent Provocateur and both of us are very much looking forward to this long-term collaboration. We feel extremely happy to become part of this great team."
The partnership between the brand and sisters will last for a minimum of five years, although there is an option to extend.
Hogarth, who says the new line is "a little younger… but very wearable, very sexy and with the handwriting of Agent Provocateur", hopes that within five years L'Agent will generate 50 percent of the company's revenue, which is currently €50 million.
Bibby Sowray Telegraph.co.uk