Penelope Cruz's young sister Monica is the new face of Agent Provocateur. you will remember her from the 2007 Mango ad they both featured in which impressed Agent Provocateur's creative Director Sarah Shotton so much she had to acquire her services for the brand.
Sarah Shotton described the campaign images and video as “glamorous, dark and mysterious.”
The film was shot in Clerkenwell’s House of Detention, an old, decommissioned prison rumoured to be haunted by aggrieved residents. The choice of location gives an authentic Dickens-like edginess to the campaign, which was photographed and filmed by Tim Pope.
“I wanted it to be romantic Goth, so it’s quite dark but quite beautiful.…It’s nostalgic but true to the brand in dark shades of red and purple. It’s set in a Gothic underground space, brought alive by Mónica’s frenzied and fantastical performance. Mónica is a beautiful embodiment of the Agent Provocateur brand, knowingly sexy and empowered by her own sensuality,” said Shotton.
Key styles in the campaign include bondage-inspired Whitney in black; Novah in shades of red, pink and fuchsia — which Shotton called the “colors of lust” — and Ameliah, a French lace number.