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Agent Provocateur Creates Their First Diffusion Line with Cruz Sisters at the Helm

Agent Provocateur is creating their first diffusion line L’Agent and have tapped Mónica and Pénelope Cruz to design in collaboration with. 

Agent Provocateur Creates Their First Diffusion Line with Cruz Sisters at the Helm

Mónica Cruz, who starred in Agent Provocateur’s latest campaign, has now been asked along with sister Pénelope to assist in designing the brand’s first diffusion line, L’Agent. With the average price point at $64, compared to Agent Provocateur’s $152, this diffusion line will be sold at department stores worldwide at a much lower price point.

By creating a lower retail price, Agent Provocateur is expanding their audience greatly. But with the Cruz sisters at the helm, these collaboration veterans are just the spark that the lingerie label needed. To be released August 1st, the line will be sold in retailers such as Harrods, Selfridges, Barneys New York, Nordstrom, Bloomingdale’s, and Saks Fifth Avenue. Within five years, L’Agent is projected to generate 50% of the company’s profits.

Currently Agent Provocateur sells exclusively through their boutiques and online, but now you can purchase this new diffusion line at your local department store. Expanding their reach, As “a little younger, and perhaps more sexy” sister of Agent Provocateur, L’Agent about to make so many more customers feel beautiful in their underwear.

If proper undergarments has always been something that mystifies you, then be sure to check out our how to on wearing appropriate underwear for spring fashions here.

Written by Emily Draznik

Chicago transplant and aspiring gay icon. I hold the belief that puns are the highest form of humor and love writing about fashion and everything in between.