Julia Fox is the face of Agent Provocateur‘s Fall 2025 ad campaign, channeling the refined and glossy sensibility of ’90s New York. Julia is captured as a powerful and playful new Agent, known for her fearless style and strong sense of self and embodying the essence of the Fall collection: confident, feminine and innately Agent Provocateur.

This season presents statement ready-to-wear and lingerie. Standout designs include the Nelle range with its raised, vintage-inspired threadwork, the Billi dress, and the Mercy bustier with matching girdle, some of Sarah Shotton’s personal favourites.

Creative Director Sarah Shotton added, “Julia and I first met at The Bowery Hotel in New York in 2019, and I was instantly mesmerised by her charm. From that moment, a conversation began about finding the right way for us to work together. Shooting together in New York felt rather like a full circle moment.”

During the shoot, Julia revealed her favourite looks included the Penelopi and Rozlyn sets, while the Jessah body brought a moment of cinematic drama.

The campaign marks an evolution for Agent Provocateur, balancing unapologetic sensuality with couture level refinement. Helmut Newton inspired glamour meets modern femininity, designed for women who want to feel powerful, beautiful and entirely themselves.