The last few Agent Provocateur ads have been edgy, sexy, playful and very ‘in your face’ – but the latest spring/summer 2012 campaign couldn’t be more different! 

The brand has cast French actress Mylène Jampanoï as the face of its new campaign, as it takes a softer, more understated approach to showcasing its fine lingerie.

“After several successful campaigns featuring powerful femme fatales in high-octane bold imagery, I decided that I wanted to take a softer approach for spring/summer 2012,” said creative director Sarah Shotton.

“I am a huge fan of the soft focused era, the glowing scenes from the gently erotic films such as Emmanuelle and The Story of O and my collection of vintage Playboy Magazine made me want to re-introduce the sensuality and flirtation of the 70’s into our campaigns.”

These gorgeous ads were shot by director Jordan Scott (the daughter of Ridley Scott, would you believe) and styled by Valentine Fillol-Cordier. We also have some short films to look forward to in the next few months as well, so watch this space!

[Telegraph]