The fearless actress and fashion icon takes center stage in the brand’s Autumn/Winter 2025 campaign, capturing the raw allure of New York’s after-dark glamour.
A celebration of strength, sensuality, and unapologetic confidence, the campaign marks a bold new
Julia Fox has never been one to blend into the background. From her breakout performance in Uncut Gems to her fearless fashion choices that have kept paparazzi and style critics on their toes, Fox has built a reputation on bold self-expression. Now, the actress, model, and style provocateur brings that same intensity to her latest role — as the face of Agent Provocateur’s Autumn/Winter 2025 campaign.
Shot in the heart of SoHo by acclaimed photographer Greg Williams, the campaign captures Fox at her most magnetic. The setting — The Manner, a sleek and art deco-inspired location — serves as a love letter to 1990s New York glamour. Under the creative direction of Sarah Shotton, the visuals blend vintage sensuality with modern edge, paying homage to the city that shaped Fox’s audacious persona.
This isn’t lingerie meant to whisper; it’s lingerie that demands attention. The AW25 collection is rich in texture and attitude, evoking late-night Manhattan energy with a couture finish. From the Nelle range’s intricate vintage-style threadwork to the Mercy bustier and matching girdle, every piece channels confidence and empowerment — a balance that Fox embodies effortlessly.
“The brand has a legacy of celebrating and empowering women and their bodies, and when I shot this collection, I felt it immediately,” Fox said in a statement. “On set I felt strong, sexy, and totally in control. I also really had some fun with it.”
That sense of playful power runs throughout the campaign. Williams’ signature cinematic photography style gives each frame a sleek, polished mood — Fox in striking silhouettes, city lights glowing in the background, and the faint echo of jazz or late-night traffic hanging in the air. It’s as if she’s the main character in an untold New York story — part mystery, part muse, all confidence.
“Working with Julia was a dream,” Williams said of the shoot. “She’s a true professional; she knows exactly what she’s doing, works the camera and looks incredible in every shot.”
The admiration is mutual. Fox’s on-screen and off-screen personas have always thrived at the intersection of power and vulnerability — a theme that resonates perfectly with Agent Provocateur’s DNA. Since its founding in 1994, the British luxury lingerie brand has mastered the art of blending sophistication with seduction. But under Shotton’s creative vision, the label continues to evolve — pushing beyond pure eroticism toward a more fashion-forward expression of femininity.
For Shotton, the campaign with Fox marks a symbolic homecoming. “It was a full circle moment,” she said. “I first met Julia in New York in 2019, and to be back in the city working with her on this campaign felt right. She represents the strength, independence, and fearlessness that define the modern Agent Provocateur woman.”
That sentiment translates powerfully through the lens. The AW25 collection feels unapologetically urban yet refined — corsets and slip dresses reimagined with contemporary tailoring, silk robes with architectural structure, and statement lingerie meant as much for styling as for intimacy. It’s fashion that plays with contrasts: toughness and tenderness, exposure and mystery, power and pleasure.
Fox’s collaboration with the brand is also part of a broader cultural moment. As lingerie becomes less about the male gaze and more about personal empowerment, figures like Fox redefine sensuality on their own terms. Her involvement signals a shift in how high-end lingerie is presented — not as something to hide but as something to wear proudly, like armor.
There’s also a nostalgic glamour to the visuals — a nod to the days when New York nightlife was the epicenter of cool, where icons like Kate Moss and Naomi Campbell turned fashion into attitude. Yet, in Fox’s hands, that nostalgia feels revitalized, even subversive. She channels the city’s grit and allure with every glance, every pose, every whisper of silk and leather.
Fox’s campaign is as much about storytelling as it is about style. It reminds viewers that confidence — real, magnetic confidence — is the sexiest thing you can wear. Whether she’s draped in the Billi dress or commanding attention in the Mercy set, Fox proves once again that she isn’t here to play by fashion’s rules. She’s here to rewrite them.
Agent Provocateur’s Autumn/Winter 2025 collection is now available online and in stores globally, inviting a new generation to embrace sensuality with edge — and to do it with the confidence of Julia Fox walking through a New York night, owning every moment.
