If anyone was going to make Agent Provocateur’s Fall/Winter 2025 campaign feel like a cultural event instead of just another lingerie drop, it had to be Julia Fox. The model-actor-provocateur (pun very much intended) has officially been cast as AP’s latest face, and the results are… hot. Like, “run into your ex at a dive bar and not regret your outfit” hot.

Shot by Greg Williams and dreamt up under Sarah Shotton’s creative direction, the visuals dip into ’90s New York nostalgia but remix it with Julia’s signature chaotic-glam energy. She’s styled as a “fearless agent,” which is really just a fancy way of saying she looks like she could seduce you, scam you, and save the world all in one night.

The collection itself is AP doing what AP does best: confidence, body, and drama. Expect slinky silhouettes like the Billi dress, Mercy Bustier, and Nelle set. Plus, Julia’s personal favorites — the Penelopi, Rozlyn, and Jessah — make an appearance, proving even icons play favorites when it comes to lingerie.

Julia summed it up best herself: “On set I felt strong, sexy and totally in control. I also really had some fun with it.” Which, translation: she was having the time of her life looking iconic in lingerie that costs more than your rent.

Scroll through the campaign shots above, then head to AP’s website to shop the FW25 collection before it sells out — or before Julia makes it a meme.