82% matchGooseberry Intimates
Sheer lace bralettes and bodysuits, resort-leaning
What changes: Made-to-order, softer boho mood vs structured corsetry
Brand profile
Agent Provocateur
Provocative British lingerie label founded in Soho in 1994, known for corsetry, sheer bodysuits and hand-finished silk and lace sets.
LondonOrigin
WomenswearFocus
Quiet luxuryStyle
$$$Price
4 brands like Agent Provocateur like Gooseberry Intimates, House of CB, Orseund Iris →
What to know about Agent Provocateur
Corsetry, not comfort basics
The line is built on structured pieces — corsets, balconette bras, suspender belts, sheer bodysuits — rather than plain everyday underwear.
Soiree is the top tier
Hand-finished silk and lace sits in the Soiree line, which anchors the upper end of the range above the main collections.
Ownership has changed hands repeatedly
Founded in Soho in 1994, 80 percent sold to private equity firm 3i in 2007, into administration in 2017, now owned by Mike Ashley-backed Four Holdings.
If you like Agent Provocateur
82% match
80% matchHouse of CB
Corsetry and hourglass shaping worn as outerwear
What changes: Occasion dresses rather than actual lingerie
74% matchOrseund Iris
Satin corset tops and second-skin bodysuits
What changes: Ready-to-wear body-con, not underpinnings or hosiery
70% matchOseree
Barely-there metallic lurex swim with the same seduction
What changes: Swim and resort focus, no bra engineering
Brand facts
Agent Provocateur is a British lingerie house founded in Soho in 1994 by Joseph Corre and Serena Rees, built on corsetry, balconette bras, suspender belts, sheer bodysuits and hand-finished silk and lace in the Soiree line. The range extends to sleepwear, hosiery, swimwear, bridal, accessories and fragrance, sold through London flagships, international boutiques and wholesale. Private equity firm 3i bought 80 percent in 2007; the business went into administration in 2017 and was bought by Four Holdings, the Mike Ashley-backed group that still owns it.
- Founded
- 1994
- Origin
- London, United Kingdom
- Made in
- Asia, Europe
- Price
- $$$
- Typical prices
- Socks underwear $135–$150
- Focus
- Womenswear
- Facts checked
- September 2026
- Styles
- Quiet luxury, Y2K, Minimalist / Contemporary