Joseph Corré and Serena Rees opened the first Agent Provocateur shop in December 1994, arousing a media frenzy usually reserved for superstars. The response was both exceptional and overwhelming! Rees and Corré introduced their vision of lingerie avoiding the British prudery that insists on categorising anything to do with sex as sleazy or smutty. The aim was to create an availability of high quality designer lingerie with creative flair to stimulate, enchant and arouse both wearers and their partners.