Julia Fox is rewriting what it means to be provocative. As the new face of Agent Provocateur’s fall-winter 2025 campaign, she transforms into Agent Fox. It’s a fearless alter ego who channels power, sensuality, and self-assurance.
Shot by photographer Greg Williams, the campaign unfolds inside a luxe SoHo penthouse inspired by Halston’s modernist New York offices. Red lacquer walls, plush carpets, and mirrored chrome details set the stage for Fox’s unapologetic energy.
Agent Provocateur Fall/Winter 2025 Campaign
Creative director Sarah Shotton captures the seductive edge of 1990s New York, with Fox lounging in intricate lingerie that fuses femininity and strength. The Lindie set, a pink Italian tulle detailed with black beaded lace, channels softness and sophistication.
In contrast, the Jessah sheer bodysuit and chain-trimmed accessories bring out her darker, femme fatale side. The Rozalyn and Penelopi sets bridge those extremes, balancing delicacy and dominance.
Her look is completed with teased brunette hair, soft fringe, and smoky eyes that mirror the campaign’s sultry palette. The makeup feels lived-in, not polished, and perfect for a woman who owns her story.
