Agent Provocateur's SS20 Campaign Features Olympic Athletes
Ellen Smith — March 10, 2020 — Lifestyle
References: agentprovocateur & hypebae
Strength and sensuality come together in Agent Provocateur's SS20 campaign, as the lingerie brand releases ads that star international athletes ahead of the Tokyo 2020 Olympics.
Under the hashtag #WePlayToWin, four athletes - pole vault champion Alysha Newman, gymnast Georgia-Mae Fenton, Olympic hurdler Queen Harrison and climber Sasha Digiulian - compete in the brand's luxe lingerie. The ad boasts an 80s aesthetic, with intentionally low-fi graphics and nods to the popular aerobic videos of the time.
The athlete-inspired pieces include one-pieces, bra and underwear sets, tights, body suits and more, with each piece offering the same practicality and style that's demonstrated in the ads. The pieces feature a more delicate colorway that's perfect for spring, including many pastels.
Image Credit: Agent Provocateur
Under the hashtag #WePlayToWin, four athletes - pole vault champion Alysha Newman, gymnast Georgia-Mae Fenton, Olympic hurdler Queen Harrison and climber Sasha Digiulian - compete in the brand's luxe lingerie. The ad boasts an 80s aesthetic, with intentionally low-fi graphics and nods to the popular aerobic videos of the time.
The athlete-inspired pieces include one-pieces, bra and underwear sets, tights, body suits and more, with each piece offering the same practicality and style that's demonstrated in the ads. The pieces feature a more delicate colorway that's perfect for spring, including many pastels.
Image Credit: Agent Provocateur
Trend Themes
1. Athlete-inspired Lingerie - Opportunity for lingerie brands to collaborate with athletes and create collections that combine strength, sensuality, and performance.
2. Sportswear Fashion - Opportunity for sportswear brands to expand their offerings into the lingerie market, combining athletic performance with style.
3. Nostalgic Aesthetic - Opportunity for brands to tap into the nostalgia trend by incorporating 80s-inspired graphics and aesthetics in their advertising and product design.
Industry Implications
1. Lingerie - Lingerie brands can explore partnerships with athletes to create products that cater to the athletic and performance needs of women.
2. Sportswear - Sportswear brands can venture into the lingerie market, offering products that combine athletic functionality with fashionable designs.
3. Marketing and Advertising - Brands can capitalize on the nostalgia trend by incorporating 80s-inspired aesthetics in their marketing campaigns and product designs.
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