Julia Fox is the face of the Autumn/Winter campaign for Agent Provocateur Photographed by Greg Williams

You got it right. The actress and international personality Julia Fox is the face of the Autumn/Winter 2025 campaign for Agent Provocateur. Shot by the renowned Greg Williams and under the creative direction of Sarah Shotton, the campaign evokes the refined and glossy aesthetic of 1990s New York, portraying Julia as a powerful yet playful new “Agent.” Known for her fearless style and strong sense of identity, Julia perfectly embodies the spirit of the AW25 collection: confident, feminine and authentically Agent Provocateur.

The Agent Provocateur campaign with Julia Fox

Shot at The Manner, in the heart of SoHo, New York, the campaign reflects the opulent textures of the collection, inspired by the city’s late-night glamour. This season introduces bold ready-to-wear pieces and lingerie. Standout designs include the Nelle range with its raised vintage-inspired embroidery, the Billi dress, and the Mercy bustier with its matching girdle—some of Sarah Shotton’s personal favorites. On set, Julia was described as “the kindest, loveliest and most professional woman”: she arrived alone, driving her Dodge, relaxed, collaborative, and radiating confidence. Her instant chemistry with photographer Greg Williams created a trust that translated into intimate and iconic images.

Williams shared: “Working with Julia was a dream. She’s a true professional: she knows exactly what to do, how to move in front of the camera, and she looks incredible in every shot. I’ve worked with Sarah and Agent Provocateur for years and it always feels so natural.” And Julia Fox added: “The brand has a long tradition of celebrating and empowering women and their bodies, and as soon as I wore this collection, I felt it immediately: on set I felt strong, sexy, and completely in control of myself. And I also had a lot of fun with it.” During the shoot, Julia revealed her favorite looks: the Penelopi and Rozlyn sets, while the Jessah bodysuit added a touch of cinematic drama.