Julia Fox is the new face of lingerie brand Agent Provocateur, appearing in their Autumn/Winter 2025 campaign that launched today.
Photographed by Greg Williams and under the creative direction of Sarah Shotton, the ’90s-inspired campaign was shot at The Manner in SoHo. The red-carpeted space “reflects the collection’s opulent textures inspired by New York’s late-night glamour,” as described in a press release from the brand.
As for the barely there attire, Fox leaves little to the imagination in a collection of black, white, purple, and red lingerie sets crafted of sheer mesh, detailed lace, and intricate embroidered details.
Modeling everything from bras and underwear to garter belts and high-necked corsets, Fox embraced her role with fervor.
In fact, the coordinated sets in autumnal jewel tones can’t help but remind us of her breakout role in “Uncut Gems” back in 2019
The 35-year-old seems a strong choice for the new face of the brand, telling WWD, “I’ve been an AP girl forever. There’s a confidence in the way the brand dresses women; it’s not about fitting in or dressing for anyone else, it’s about being unafraid and totally yourself.”
Described as having “instant chemistry” with the photographer, the energy is palpable when looking at the images. In one, Fox seems to be dancing around the space with a black satin ribbon, while another picture captures her leaning off the side of the loft railing, wearing thigh-high stockings and heels.
Fox is no stranger to showing some skin, having spent the better part of 2023 wearing minimalist lingerie out in the world, whether on the streets of New York, at fashion week events, or on red carpets.
Less than a year ago, she hit the red carpet for The Fashion Awards wearing a totally sheer gown that gave new meaning to the strategically placed embroidery of the naked dress.
It was, perhaps, Grazia that described the stunning, statement-making actress best, as she graces the current cover of the magazine.
“An icon who thrives on disruption. Fierce and unfiltered, she has built her name on tearing up Hollywood’s script and rewriting it on her own terms.”