Former Agent Provocateur ‘shop girl’ Paloma Faith is new campaign star

Paloma Faith modelling the Leisa lingerie set
Paloma Faith modelling the Leisa lingerie set

Talk about coming full circle; British singer Paloma Faith, who used to serve customers at luxury lingerie store Agent Provocateur, is now the face of the brand.

The 34-year-old, who has penned hits such as Upside Down and Only Love Can Hurt Like This, worked part-time at the Soho branch in central London when she was 21 and studying for an MA in theatre directing at Central Saint Martins College of Art and Design.

Paloma Faith modelling the Mona dress

So the born-and-bred Londoner is more than comfortable posing in the baby pink, button-up dresses that form AP’s staff’s uniform – especially as the photos for the ‘Knickers Forever’ campaign were taken by a fellow and former colleague (or 'shop girl' as they are internally known), photographer Alice Hawkins.

Faith showcases the Laretta set

During the three years that Paloma worked in store, Faith regularly served Fran Cutler, a close friend of model Kate Moss’ who works in PR. Faith recalls how: “After a few years of serving her, she aksed me what I did outside of the store and I told her that I wrote songs and performed them in clubs and pubs. She arranged that I meet with the head of Virgin Records who then introduced me to my manager. His first reaction was ‘your songs are terrible but you are such a brilliant character!’ So I stuck in there and tried to learn.”

Paloma Faith models the Nicolle set

Hawkins’ images were inspired by Polaroids that she captured whilst working in the boutique.

Faith in the Maxenne set

Faith, who showcases the new underwear sets for autumn, follows in the footsteps of Naomi Campbell, Kate Moss and Rosie Huntington-Whiteley in posing for the brand.

Faith in the Willa set

Agent Provocateur was founded in 1994 by Vivienne Westwood’s son Joe Corré and his now ex-wife Serena Rees. Their first store was on Broadwick Street, Soho, where Faith was employed. The company was acquired by a private equity firm For £60m in 2007 and boasts a total of 104 stores worldwide.