L’Agent by Agent Provocateur opened its first UK store in London on Friday.
The diffusion line launched its first ecommerce site in August and opened two US stores in New York and Los Angeles last year, which both stock the full Main and Classic collections.
It is designed by actress Penélope Cruz and her dancer sister Mónica under the creative direction of Agent Provocateur’s Sarah Shotton, and first launched for autumn 13 as a younger sister line to Agent Provocateur. Bras retail at between £40 and £65, while knickers are priced between £26 and £30.
“We are thrilled to be opening our first stores,” said Penélope Cruz. “We have been involved in every stage of the development of the brand, so having our own boutiques where we can go in and look at the full collection lining the walls is incredibly exciting for us.”
Shotton said: “We originally launched L’Agent by Agent Provocateur as a wholesale line, but we’ve been really happy with how the collections have been received and we just launched ecommerce the website, so standalone boutiques were the next natural step. The stores have that playful L’Agent fele to them, but still with the intimacy you would expect from Agent Provocateur.”
The 950 sq ft store in Spitalfields Market on Brushfield Street features pale pink walls, with white tables and drawers, black carpet and a zebra print rug. The fitting rooms have black velvet curtains and polished brass fittings.