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Agent Provocateur
Agent Provocateur is the name of the company that was started by Joseph Corre and Serena Rees in 1994. Joseph Corre is the son
of British fashion designer Vivienne Westwood. He was born in 1967 and Serena Rees was born in London in 1968. They are a husband and wife team.
Initially, Corre worked for his mother for nine years, after which he started out by himself. Corre began by designing costumes
for theatrical productions as well as uniforms for the waitresses at the Café de Paris. Agent Provocateur was a lingerie boutique which
started along with Rees in Soho in 1994. They also decided to open a small shop in Fiorucci department store in Milan, Italy in 1996 and their second branch was set up in London in 1998.
Joseph Corre is now one of the most successful shop owners in London. He owns four shops in London and one each in Los
Angeles and New York. He has branched out into womenswear, home furnishings as well as accessories.
Agent Provacateur is proving to be extremely successful. It had a turnover of 8 million pounds for the year ending March
2004 and their new perfume 'Agent Provocateur' brought in 1.5 million pounds at the end of the year. The label has a reputation for
being just the right side of sexy at the height of luxury, whilst being as provocative and alluring as possible.
In February 2005, Joe and Serena held a party at the Cafe de Paris in London, during London Fashion Week. His mother Vivienne
Westwood and her husband Andreas Kronthaler joined tons of other celebrities in order to celebrate 10 years of success. The seductive
lingerie company is the favourite for women all over the world right now.
To celebrate their 10th year in business, Agent Provocateur will be producing a CD of 13 song tracks, called "Peep Show" which
should be available in February 2004.
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