Agent Provocateur (AP), known for its sensual and mischievous image, has arrived in Asia with its first flagship boutique located in Suria KLCC.
AP is known for its sexy and provocative lingerie, which has been worn by the likes of Kate Moss and Kylie Minogue.
The brand targets women ages 25 to 45 who appreciate high-quality lingerie.
Its trademark items include nightwear, swimwear, stockings and fragrances.
Chief executive officer of AP, Garry Hogarth, said, AP is confident the Malaysian market will be receptive to the brand, with it being the sole player in the high-end premium lingerie business.
"Malaysia is one of the most prominent shopping destinations in Asia. It is this very reason that Malaysia is a key market for AP, especially for the Asia Pacific region."
The ambience and décor hint elements of mystery and allurement, seductive sentiments aligned to the store's concept of a grandiose boudoir, to provide a unique and exclusive in-store experience and services unparalleled to any luxury lingerie brands.
The launch was also attended by five invited celebrities; Deborah Henry, Xandria Ooi, Sarah Lian, Andrea Fonseka and Stephanie Chai, who wore corsets from its "Soiree" collection.
The marketing campaign, managed by Brandthink Malaysia, is still underway and will mirror the global campaign.
AP is also in the midst of setting up new stores in up-market malls in Kuala Lumpur.