Maggie Gyllenhaal the new face of Agent Provocateur

Agent Provocateur and Kate Moss cut ties earlier this month, and as co-owner Serena Rees told the Mail, the new face is “quite different, she’s not sexy in an overt way”. And she was right, Maggie Gyllenhaal is not sexy in an overt way, she’s definitely more of a girl next door, even when she was appeared in the Miu Miu ad campaigns she’s didn’t look sexy.

The ad campaign was photographed by Alice Hawkins and the first episode of the 4 episode campaign will debut on September 1.

What do you think of this new signing?

[Edit Aug 4 2007, check out the Maggie Gyllenhaal for Agent Provocateur, Lesson’s in Lingerie, pictures here.] [Via wwd.com]

3 Comments

  • kate says:

    I think she can probably put some of the thanks for this towards her role in Secretary. That movie certainly sexed up her image!

  • Hanna says:

    The photos are stunning, which is to be expected of a brand like Agent Provocateur. Maggie Gyllenhaal, although not an obvious choice, works well for the campaign as she’s not just a ‘plain’ kind of pretty. I’m not a huge fan of the dark lipstick though. And I prefer the more playful, feminine images rather than the vampish ones. Maggie was a good choice. (And I agree with Kate, ‘secretary’ would be the reason she was chosen for this campaign.)

  • Kate says:

    I just checked out the AP sale site and am disappointed I could find no pics (except for the tiny one on the main page) of MG. The e-cards are even of Kate still!

    Anyhoo… I realised they have a sale on! Now to check if they have anything left in my size… and then to leave the website open on my boyfriend’s computer… maybe he will get the hint.

Comments are closed.