Agent Provocateur welcomes back a true icon as Daisy Lowe fronts its latest bridal campaign — a sensual, subversive ode to love, lingerie, and unapologetic elegance.
No stranger to the brand, Daisy’s return feels more like a homecoming. A longtime AP muse and former face of some of its most unforgettable campaigns, she reunites with Creative Director Sarah Shotton for a shoot that blurs the lines between intimacy and indulgence — and couldn’t be more perfectly timed, as Daisy herself prepares to walk down the aisle.
Set against the lavish backdrop of The Lanesborough Hotel, the campaign unfolds in a series of cinematic vignettes, captured through the lens of renowned photographer Clare Rothstein and styled by the ever-effortless Phoebe Lettice. Together, they conjure a vision of bridalwear that’s anything but traditional — think: romance meets rebellion, with a whisper of November Rain-era glam and a wink to Carrie Bradshaw’s irreverent accessory game.
From sheer silks to curve-hugging corsetry, Daisy shifts effortlessly between delicate and defiant in key looks from AP’s SS25 and Forever collections — each piece a masterclass in craftsmanship, seduction, and self-expression.
For Shotton, this campaign is personal:
“Daisy is one of my dearest friends and what a joy it is to work with her again. She is part of my history with Agent Provocateur… she’s still the same sexy, witty, confident, and captivating woman I met.”
And for Daisy, it’s nothing short of surreal:
“AP has been a huge part of my life, and being the face of the bridal collection is an honour. Sarah has always made me feel confident and sexy — that’s why she’ll always be one of my great friends.”
More than just a campaign, this is a celebration of sisterhood, style, and the kind of timeless chemistry that defines the AP woman: bold, beautiful, and unapologetically her.
