Emily Atack Finds Empowerment Through Provocative New Lingerie Campaign
Emily Atack has declared she feels truly empowered as she unveils a striking new lingerie campaign for Agent Provocateur, directly inspired by her recent role in the hit television series Rivals. The actor takes centre stage in the brand's SS26 collection, portraying a character known as The Duchess, which channels the extravagant and lace-drenched aesthetics of the late 1980s.
A Bold Fusion of Fashion and Television
Shot at the picturesque Camfield Place in Hertfordshire, the campaign imagery blends countryside grandeur with a playful, knowing wink. Atack wears an arresting edit of lingerie that leans into a bondage-tinged aesthetic, featuring elements such as PVC accents, structured corsets, and even a riding crop. This visual narrative nods explicitly to her portrayal of the ambitious Sarah Stratton in Rivals, a role that has reignited national fascination with Jilly Cooper's beloved 'bonkbuster' world.
The SS26 collection enthusiastically embraces this renewed energy, with Atack describing the collaboration as both empowering and enjoyable. I've always loved Agent Provocateur as a brand, but had no idea there was such an incredible, creative team bringing it all to life, she remarked. The process began with initial lunch meetings and fittings in London's Soho district before culminating in the Hertfordshire photoshoot. From start to finish this has been one of the most special projects I've worked on, and one I feel truly empowered by, Atack added.
Creative Vision and British Glamour
Creative director Sarah Shotton knew precisely who she wanted for the campaign. After watching Rivals, Shotton found herself captivated by a renewed appreciation for Britishness. SS26 is very late-1980s, she explained. It's over the top and really fun, with lots of fabulous prints and fabrics. We needed someone bold, British and utterly gorgeous to bring it to life; it could only ever have been Emily.
Agent Provocateur characterises the final result as refined British aristocratic glamour reimagined through the scandalous, indulgent rhythms of countryside living in the late 1980s. With Atack at its heart, the campaign delivers a powerful statement, revelling in themes of power dressing, playful provocation, and the sheer thrill of not taking oneself too seriously.
The images speak volumes, showcasing a confident Atack who is clearly taking control of her narrative. This campaign not only highlights a bold fashion direction but also underscores a personal journey of empowerment for the actor, seamlessly merging her television success with high-fashion artistry.
