Agent Provocateur

Agent Provocateur

Longtime House Industries collaborator and friend Barnzley Armitage spent his teen years hanging out in Soho with a bloke named Joe Corre, who founded the luxurious lingerie brand Agent Provocateur. Barnz bugged Joe for years to call his mates at House Industries because the original AP logo and wordmark were set from an existing over-the-counter typeface. As his venture grew from a single storefront in London to a worldwide brand with retail outlets around the globe, Joe finally gave us a call. Redrawing and expanding on the logo presented some unique challenges because the original Agent script was firmly entrenched in an exponentially-expanding operation. Joe and his partner/wife Serena wanted something that was different and executed in a way that his hack competitors could not easily steal but also blended in with his existing logo. We penned a flowing Spencerian wordmark as well as a racy and lacy leg logo for everything from tissue paper to fabric monograms.