After a seven-year break, Agent Provocateur said: “Let’s cause some waves.”
The British lingerie house just made a bold return to the beach with its Spring/Summer 2025 swimwear collection, and trust — it’s not for the faint of heart.
Shot on location in Ibiza, the campaign stars DJ and certified It-Girl Kim Turnbull, who turns up the heat in every frame. Posing as the brand’s newest muse, Kim lounges, smolders, and saunters like someone who’s been living in golden hour all her life. Honestly, the Mediterranean couldn’t compete.
And the swimwear? Ultra-seductive bikinis, luxe detailing, and gold hardware accents that feel more Bond girl than basic beach babe. Think: sun-drenched glamour, poolside power moves, and the kind of confidence you pack alongside your SPF 50.
“I used to wear my mum’s AP hand-me-downs,” Kim said. “Now I get to front the swim campaign. It’s wild.”
We love a full-circle moment. Especially when it’s dripping in high-shine fabric and attitude.
Creative Director Sarah Shotton summed it up: “Kim brings realness, cool, and confidence. She’s exactly what summer should feel like.”
From the booth to the beach, Agent Provocateur is reminding us what sexy actually looks like — and it’s not shy about it.
The SS25 Swim Collection is available now on Agent Provocateur’s website. No pressure, but we wouldn’t wait too long.
