Agent Provocateur targets bankers in men-only lingerie parties

by Sarah Crawley-Boevey, Brand Republic 09-Feb-09, 08:35

LONDON - Lingerie brand Agent Provocateur is targeting greedy bankers, sparking charges of extravagance and sexism, with men-only preview evenings in the run up to Valentine's Day by co-hosting a party with private equity house 3i.

The party, whose guest list includes investment bankers from Rothschild and Lazard, will include a "presentation" from Agent Provocateur lingerie models over drinks and canapes.

The event harks back to the boom years of rich City-boys and has drawn criticism for its bad timing as the country is gripped by economic crisis.

It comes as arguments rage over the payment of City bonuses, with reports rife that banks RBS, Lloyds and Northern Rock - all fully or partly nationalised - are set to pay out an estimated £1.4bn in bonuses despite racking up losses of as much as £28bn each in the last year.

3i, which is chaired by Baroness Hogg, is an investor in Agent Provocateur and it is thought the party -- which falls in the same week as Valentines Day -- is being held at the request of advisors to help boost sales.

According to a report in The Sunday Times this is just the latest in a series of events hosted by the lingerie range and the first for men.

A spokesman for Agent Provocateur is quoted as saying there were three female-only events before Christmas, and that the underwear would be modelled on mannequins.

News of the party follows the launch of a steamy new campaign featuring Burberry model Rosie Huntington-Whiteley who thumps her boyfriend in an Agent Provocateur film to remind men not to forget Valentine's Day.

The racy ad from Agent Provocateur, called 'Love me tender ... or else!', appears on the lingerie brand's website to promote its range as an ideal Valentine's Day gift.

Comments

Rachel - 09/02/2009

and this is different from womans only parties in what way? ...

Giles Stafford - 09/02/2009

Well said, Sarah. It's a well timed and well targeted idea. Men who can afford AP right before Valentines. Well Done.

- 09/02/2009

That's because a 200 quid lingerie set bought at an all alpha male party is objectifying women, but a 30 quid one from an all female Ann Summers party represents empowerment. Although preying on hard-up and hard done-by women on Wolverhampton council estates through peer pressure is less of a moral issue than scalping wealthy gits from merchant banks, no?

Colin Montgomery - 09/02/2009

A bunch of tits and arses on show for a bunch of tits and arses. It's a great brand fit.

AwallafaShagba - 09/02/2009

Will there be a pint glass going round for £1 donations? aye-aye wink wink

Nes Sahinkaya - 09/02/2009

Excellent. It addresses men who can afford it, engages women who love a lingerie that they know men will love to see, creates a strong call to action with its perfect timing, creates aspiration for women who want it all, lets everyone forget about the credit crunch and creates great PR.

Emily - 10/02/2009

As a woman I can't help feeling a bit "What's the problem?" I certainly would like to wake up on Valentines day to find a gift from Agent Provocateur, even if it meant my partner had had a night in a store full of other men being shown what we really want! As for objectifying women- No. £30 or £3000 lingerie doesn't change the woman when she wears it. If it makes her feel empowered- she IS empowered. So come Valentines day I know what I'll be wishing for, and it won't be found in the rails of Ann Summers.

Ollie Bareham - 10/02/2009

Im genuinely shocked this actually made the news!!! Is there nothing better to be talking about? Guys buying lingerie for their wives, girlfriends and mistresses, SO WHAT!!