Agent Provocateur Launches Gender Fluid Lingerie


The founder of ultra-sexy (and sometimes racy) lingerie brand Agent Provocateur is moving on to something less kinky and more progressive: a gender-fluid underwear line. Serena Rees, who established Provocateur in 1994 (and eventually sold it off a decade ago), is launching Les Girls Les Boys—a lingerie label featuring intimates, underwear, and streetwear that isn’t confined to one gender.

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The brand launches on September 1 with a debut collection of 100 pieces. The aesthetic is much more toned down than Agent Provocateur’s, ditching pasties, lace bodices, and BDSM-esque straps for minimalist designs inspired by streetwear (hence, an appeal to millennials). There are graphic tees, comfy-looking sports bras and bodysuits, and sweats. Perhaps most notable are the “bed to street” cotton briefs with logo garter bands à la Calvin Klein, which one could easily picture taking over Instagram or peeking out from people’s jeans in street style snaps.

Brett Lloyd

Rees started working on Les Girls Les Boys about 18 months ago after noticing the “disconnect” between oversexualized concepts of lingerie and how young people now view sex and sexuality. “Victoria’s Secret and Agent Provocateur are just not relevant to them anymore,” Rees told the The New York Times. The affordable price range ($25 to $143) doesn’t hurt, either.

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“The last decade has seen the rise of totally unobtainable and hypersexualized body images, particularly for women, fueled by the era of internet, social media and plastic surgery,” Rees added. “It is wrong and it is worrying because it makes people so unhappy and insecure. In a weird way, I feel a little responsible for it.”

Les Girls Les Boys pieces will be available to shop starting Sept. 1, and stores like Nordstrom and Selfridges.

Brett Lloyd

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