Saturday, June 16, 2007
AP founders awarded MBEs
What a wonderful tribute to Joe and Serena to be appointed MBEs for their services to fashion in today's honours list.
They started Agent Provocateur in 1994 from a tiny store in Broadwick Street, Soho. "When we began Agent Provocateur we wanted to create this beautiful place that only existed in our imagination. We had always hoped something similar existed somewhere else, but it didn’t."
Rees and Corré introduced their vision of lingerie avoiding the prudery that insists on categorising anything to do with sex as sleazy or smutty. The aim was to create an availability of high quality designer lingerie with creative flair.
TAG invested in 2002 when the company had 4 stores and was about to open in New York.
Today we have 29 stores (20 own stores and 9 franchised) in 13 countries with many more planned.
The website has been named "the world's sexiest site" by Vogue and it is the company's largest single store - outstripping Selfridges London, New York, Las Vegas and the rest.
AP's most recent award was for New Fragrance of the year for Maîtresse given at the Fifi awards in April. The FiFi Awards are put on annually by The Fragrance Foundation to honor the fragrance industry's creative achievements and is considered the 'Oscars' of the fragrance industry.
The couple are supported in the building of the brand by an oustanding management team built up over the last 5 years who are infused with passion for the brand and what it stands for.