LONDON: Lingerie label Agent Provocateur is injecting some French allure with its latest recruit, reported The Daily Mail on Tuesday.
Boasting exotic looks, actress Mylène Jampanoï - who was born in the south of France - has been unveiled as the star of the spring / summer campaign.
In a bid to recreate the sensuality of the Seventies, the creative team took inspiration from gently erotic films such as Emmanuelle and vintage issues of Playboy Magazine, opting for soft lighting and hazy ambiance.
The sultry shoot was styled by Parisian Valentine Fillol-Cordier, who divides her time between modelling, styling, and DJing.
Half-Chinese Jampanoï, 31, follows in the footsteps of numerous celebrities including Kate Moss, Alice Dellal, Rosie Huntington-Whiteley, Maggie Gyllenhaal and Dita Von Teese.
The new Fifi collection ranges from £65 for briefs to £695 for a rose printed, silk gown.
Creative director Sarah Shotton said: ‘After several successful campaigns featuring powerful femme fatales in high-octane bold imagery, I decided that I wanted to take a softer approach for Spring Summer 2012.
'I am a huge fan of the soft focused era, the glowing scenes from the gently erotic films such as Emmanuelle and The Story of O and my collection of vintage Playboy Magazine made me want to re-introduce the sensuality and flirtation of the 70’s into our campaigns.'
Ms Jampanoï began her career in French television, and was cast in her first movie role in 2004.
Since then, she has played alongside Daniel Auteuil, Gerard Depardieu and recently in Clint Eastwood’s‘ Hereafter’.
The advertisements have been directed by Jordan Scott - daughter of Ridley Scott - whose clients have including Prada, M&S and Nike.
She has produced a series of short films which will be available via the Agent Provocateur website this spring.
Agent Provocateur was founded by Joseph Corré, the son of Vivienne Westwood, and his then-wife Serena Rees in 1994, with the aim of providing high-end lingerie.
It is currently run by Garry Hogarth, who is planning further expansion across the U.S., China and Russia.