Agent Provocateur in Soho, London, W1F

Soho has a reputation for its diverse mix of independent shops and the unique collections of vintage, indie and bespoke fashions available. One of Soho’s most successful exports, and most popular shops in the area is Agent Provocateur. Agent Provocateur is the crème de la crème of the underwear world. Their beautiful powder pink boxes and packaging are instantly recognizable by women across the capital.

Agent Provocateur started selling beautiful lingerie from their Broadwick street home in 1994 when the brand was founded by Joseph Corré, the famous son of Vivienne Westwood, and his then wife. Agent Provocateur is famous for their signature saucy underwear style and for their risqué swimwear.

Agent Provocateur only use the finest materials for all of their products: think soft silk, organic cottons and rich plush velvet. It is because of their attention to brand detail and quality that the price points here are much higher than you might find in a department store underwear department. This is a luxury brand, rather than a mainstream one. 

On entering the store though, the excellent customer service and quality of the product ranges available makes the price points worth every penny.

Opening hours: Monday to Saturday, 11am to 7pm. Sunday 12 noon to 5pm.
Nearest tube: 

Oxford Street, 5 minute walk
Tottenham Court Road, 6 minute walk

For information on property for sale or to rent around Broadwick Street in Soho, please contact CityWest Residential, leading estate agents in Westminster.

Photo by


Interim Director
Alastair Murray