Lingerie in London: L'Agent by Agent Provocateur opens first London store alongside co-designers Penélope and Mónica Cruz

L'Agent by Agent Provocateur is the diffusion line from global luxury lingerie brand, Agent Provocateur
Cruz couple: Penélope and Mónica pose together at the store launch
Charlie Teather16 February 2015

Lingerie brand L'Agent by Agent Provocateur has announced the opening of its first standalone store in London, where the brand was conceived, alongside co-designers Penélope and Mónica Cruz.

The store, located in East London’s Spitalfields, was opened last week and attended by the famous sisters, who were excited at the prospect of the store launch.

Spanish actress, Penélope, said: "We are thrilled to be opening our first stores. We have been involved in every stage of the development of this brand, so having our own boutiques where we can go in and look at the full collection lining the walls is incredibly exciting for us."

Mónica emulated her sister's anticipation, saying: "What more could we want? The latest collection has been so well received. We appreciate all the support L'Agent has been getting, and now we have our own stores! It's a dream come true for my sister and me."

Lingerie lovers: the siblings stand outside the store during the launch

The brand's creative director, Sarah Shotton, is relishing in the brand's constant evolution and made clear her excitement for the London opening. "The stores have that playful L'Agent feel to them, but still with the intimacy you would expect from Agent Provocateur."

The brand, launched in August 2013 as a wholesale lingerie line, has grown in popularity at a rapid rate, becoming one of the big names in women's lingerie and recently opening two US stores, in New York and Los Angeles.

The new London store is styled in the tongue-in-cheek way that the brand so famously identifies by. Featuring pale pink walls offset by splashes of purple the space is decorated by white table drawers and displays. Black carpets and a zebra stripe run cover the floors, as well as staff who are on-hand to assist in terms of fittings and advice.

Visit the store now at 59 Brushfield Street, Spitalfields, to see the latest lace from the Cruz sisters.

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