Cruz Sisters Launch L’Agent by Agent Provocateur

It’s double-trouble over at Agent Provocateur headquarters, where sisters Penélope and Mónica Cruz were recently recruited to launch L’Agent, an ultra-flirtatious diffusion label. The new collection acts as a little-sister to Agent Provocateur, ushering in younger customers with its playful patterns, pops of color and more approachable price points.

Launched today in department stores, L’Agent’s debut A/W13 collection features silky slips, sexy bra, corsets, suspenders and lacy panty — each named after Spanish women as a way to evoke a sense of personality. The sisters’ personalities are represented too, with more timeless pieces from older sister Penelope and funky, bright numbers from Mónica.

Having already shot a few steamy promos for the brand, model-actress Mónica Cruz and Hollywood actress Penélope are officially on board as co-designers, dreaming up new looks with guidance from Agent Provocateur’s Creative Director Sarah Shott. Known for its sensual and sophisticated collections, Agent Provocateur has been around since 1994 and has established itself as the leader in the luxury lingerie industry.

The new partnership marks another milestone: Penélope’s directorial debut. The Hollywood actress took the reins to write and direct the collection’s promotional video, starring her husband Hollywood actor Javier Bardem. Her eight-month-pregnant sister Mónica makes an appearance as well, symbolizing the sisters’ intention to let their lingerie speak to women of all ages and body types.

Sisters Penélope and Mónica Cruz have also set out to offer a more affordable brand, with bras starting around HK$250, rather than the usual HK$1,100 for Agent Provocateur numbers. We imagine the intimates experts at Agent Provocateur brought Penélope, Mónica and L’Agent into the picture for a reason: to extend the brand’s image to a younger market and more diverse body types — with sizes ranging from 32A thru 36E. And what a steamy picture it is!


Want to see what Penélope and Mónica have been up to? Shop the latest collections and swimwear online or in-person at Avec Amour.