Home Fashion Julia Fox Becomes Agent Provocateur’s Ultimate Femme Fatale

Julia Fox Becomes Agent Provocateur’s Ultimate Femme Fatale

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Julia Fox fronts the Agent Provocateur fall-winter 2025 campaign. Photo: Greg Williams / Agent Provocateur

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

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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.

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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.

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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.



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