Paloma Faith Poses in Agent Provocateur’s Fall Campaign

She may be the new mentor on BBC family show The Voice but Paloma Faith still has plenty of sex appeal as the star of the new Agent Provocateur campaign. The brand’s Soho shopping location in London was its first boutique.

‘When I walk past the shop in Soho I feel really nostalgic about a time when I think I was quite carefree.

Paloma – whose dad is Spanish – later added: “I just wish that people could be kinder to each other and more compassionate and forgiving”. That was how Paloma Faith and Alice Hawkins used to spend their afternoons before they left to pursue artistic careers – Faith as a singer, Hawkins as a photographer.

Paloma can be seen playing the ultimate Agent Provocateur store manager in the playful images. The trade publication reported that this means that its sales associates -known as “shop girls” – will be sharing a glimpse of what it’s like to work for the label via Snapchat and Periscope. She wreaks havoc in the fantasy store, playing dress-up in the back rooms and cleaning windows in her garters.

Back in May, Agent Provocateur’s investor 3i announced it would not sell the brand.

She follows the likes of Kate Moss and Naomi Campbell, who’ve also draped themselves around things and across things in AP lingerie for their ad campaigns.

The company was acquired by a private equity firm For £60m in 2007 and now has a total of 104 stores worldwide.