Julia Fox Turns into Agent Provocateur’s Final Femme Fatale

Julia Fox is rewriting what it means to be provocative. As the brand new face of Agent Provocateur’s fall-winter 2025 marketing campaign, she transforms into Agent Fox. It’s a fearless alter ego who channels energy, sensuality, and self-assurance.

Shot by photographer Greg Williams, the marketing campaign unfolds inside a luxe SoHo penthouse impressed by Halston’s modernist New York workplaces. Purple lacquer partitions, plush carpets, and mirrored chrome particulars set the stage for Fox’s unapologetic vitality.

Agent Provocateur Fall/Winter 2025 Marketing campaign

Artistic director Sarah Shotton captures the seductive fringe of Nineteen Nineties New York, with Fox lounging in intricate lingerie that fuses femininity and energy. The Lindie set, a pink Italian tulle detailed with black beaded lace, channels softness and class.

In distinction, the Jessah sheer bodysuit and chain-trimmed equipment deliver out her darker, femme fatale facet. The Rozalyn and Penelopi units bridge these extremes, balancing delicacy and dominance.

Her look is accomplished with teased brunette hair, smooth fringe, and smoky eyes that mirror the marketing campaign’s sultry palette. The make-up feels lived-in, not polished, and excellent for a girl who owns her story.