For Agent Provocateur’s thirtieth anniversary, Paris Hilton became The Provocateur, starring in a Hollywood-inspired love story between an iconic woman and an iconic brand. Conceptualized by Sarah Shotton and captured by Greg Williams in Los Angeles, the campaign blended glamour, narrative, and cinematic precision.

On set, every sample, gown, and accessory flowed seamlessly into the story. Coordinating with styling, production, and photography, the wardrobe came alive in each shot, perfectly supporting the narrative and aesthetic of the campaign. Anticipating needs, problem-solving in the moment, and keeping the visuals flowing, the shoot captured its full cinematic energy.

Click below to watch 'The Provocateur' on Youtube.