Tired of seeing women dressed in drab undergarments, the then married couple Serena Rees and Joseph Corré (son of Vivienne Westwood) founded Agent Provocateur in 1994. With their first store opening on London's Broadwick Street in Soho, the couple initially set out to sell the best lingerie from around the world, but after not finding what they liked, they decided to create their own brand instead.

In 2000 Agent Provocateur released their first signature fragrance with the same namesake. Since then the range has expanded to include more perfumes plus a selection of beauty products and cosmetics.

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