Agent Provocateur founder to launch diversity-driven bed-to-street label

By

Sandra Halliday

Published
May 4, 2017

Agent Provocateur co-founder Serena Rees will launch a men’s and women’s underwear, intimates and streetwear brand this September.

Rees, who launched Agent Provocateur in 1994 and sold the brand 10 years ago, said her new label, called Les Girls Les Boys, "is an updated observation of self-identity and sexuality."

What that means in practice is a collection of modern intimates and layers "which unify the wardrobe" with Rees adding that they are "resolutely democratic and self-assured," and that "Les Girls Les Boys celebrates the fluidity of love and friendship, cross cultural mindsets and diverse identities."

Importantly, she also claims the brand ethos is contrary to that of the current market, "which objectifies and commodifies unrealistic visions of young women and men."

It's an interesting development with Rees believing that there is "a real need for an open-minded brand, with a more diverse story to tell."

The incision of multiple product categories is part of the new lablel's ‘bed to street’ brand philosophy, "blurring the boundaries between inside and outside."

So who does she expect to buy into this philosophy? She says she is targeting a "discerning millennial audience," which means it's no surprise that digital commerce and content platforms will be front-of-mind for the label’s launch