Watch Agent Provocateur's New Campaign Video

Strictly in the name of research, of course

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It's always a memorable day when Agent Provocateur unveils a new collection and this time it's a range that returns to the brand's roots.

Inspired by iconic 20th century women who have featured in the work of photographer Helmut Newton, from Sophia Loren to Cindy Crawford, the video was filmed in Agent Provocateur Soho's boutique, the original store that opened in 1995.

The video itself explains it better than we can. Obviously, you'll only be watching strictly in the name of research for your girlfriend's next birthday present.

The collection is launched today; agentprovocateur.com