For the Agent Provocateur Fall 2024 campaign, Paris Hilton embodies the role of “The Provocateur,” leaning into her inner strength and confidence.

“Paris is everything a true Provocateur should be: fearless, feminine, and unafraid to live by her own rules. She’s been part of our AP family for a long time – she has worn and loved the brand forever. Finally working together like this really was a dream come true, a pinch me moment,” says Sarah Shotton, Creative Director at Agent Provocateur.

Captured in Los Angeles and lensed by photographer Greg Williams, the campaign sees Hilton evolve her relationship with the renowned lingerie brand — a relationship that began all the way back in 2000 when she helped to open AP’s Melrose Avenue store.

This season’s collection features pieces inspired by AP’s inaugural collection, revisiting its origins in a bid to evoke a welcome sense of nostalgia. Crafted from sumptuous fabric like silky satins, Italian tulle and French lace, the collection includes couture-style pieces and never-before-seen jewelry.