'Betty Sue' Revealed as Agent Provocateur's Autumn/Winter 2010 Advertising Campaign

LONDON, ENGLAND, August 23, 2010 (Press-News.org) "Agent Provocateur is the most erotic lingerie in the world and I use it for my pleasures." - Kirsty Hume for Agent Provocateur

Agent Provocateur today launches its new Betty Sue campaign featuring Kirsty Hume. A two-minute film accompanies a print campaign and lookbook of filmic stills and video shorts. These individual elements of the campaign support an Autumn/Winter 2010 lingerie collection which takes inspiration from strong female protagonists from late 20th Century Hollywood cinema.

The two minute glimpse into this erotically charged, cinematic world is the creation of Johan Renck for RSA Films. With his compassionate understanding of luxury in a contemporary world, Renck injects humour and sexuality into the campaign video, stating: "I enjoy knickers. They are a glorious garment. We all do the most we can to be as close to knickers as possible."

Agent Provocateur's Creative Director, Sarah Shotton, explains the casting of Kirsty Hume as Betty Sue: "Kirsty became a top model in the 1990s. She represents our perfect woman, a woman with a family that oozes unbelievable intelligence, sensuality, personality and confidence. She has a film noir, feline quality to her that I felt had a brilliant synergy with Agent Provocateur."

Kirsty Hume as Betty Sue is a striking protagonist and an illuminating force in the video's mise-en-scene. In Betty Sue, she is vivid in an auburn hairpiece, presenting a character who can command her male partner with coolly charming flare. He sits, walks and dances upon instruction, dressed in nothing but pants and bunny ears. The third character is a quirky-looking maid. She observes the scene passively but with good humour and adds a surreal edge to an otherwise authentic scene. Autumn/Winter 2010 Betty Sue represents the strength, beauty and empowerment that ultimately defines the Agent Provocateur woman.

www.agentprovocateur.com/bettysue

Creative Team
Director: Johan Renck, RSA Films
Creative Direction: Sarah Shotton, Agent Provocateur
Model: Kirsty Hume at Premier Model Management
Hair: James Brown
Make Up: Ashley Ward at CLM

About Agent Provocateur
Agent Provocateur was founded in 1994 opening its first boutique in Soho, London. They now have a retail network of 47 boutique outlets throughout Europe, the United States, Canada, UAE and Asia. The award-winning website has e-commerce facilities delivering worldwide, offering women everywhere luxury lingerie: beautifully packaged and discreetly delivered. With headquarters in the East End of London the company is now owned by private equity firm 3i. Encompassing swimwear, beauty, hosiery and accessories in addition to lingerie, Agent Provocateur continues to excite and inspire on a global scale.

Website: http://www.agentprovocateur.com