Agent Provocateur co-founder Serena Rees is launching a new clothing brand. The British businesswoman started Agent Provocateur in London in 1994 with her ex-husband Joseph Corre, son of Vivienne Westwood and Malcolm McLaren, with the company catering to A-list clientele such as Kylie Minogue and Kate Moss with its luxury lingerie pieces.
Serena Rees is about to unveil another fashion brand, Les Girls Les Boys
Agent Provocateur was purchased by a private equity firm for $77 million (£60 million) in 2007 following Rees and Corre's divorce, and the entrepreneur is now about to unveil another fashion label, named Les Girls Les Boys.
"There is a real need for an open-minded brand with a more diverse story to tell," Rees told The Business of Fashion, adding that the "gender-fluid" clothes were inspired by her own children's style. "Les Girls Les Boys is for the customer who treads their own path, are proud of who they are and proud of who they love."
Her new label will feature pieces that blur the boundaries between daywear and nightwear
The former model shared that the idea of "bed to street" clothing is the brand's core product, with pieces designed to blur boundaries between inside and outside. At present, the line is comprised of intimates, underwear and streetwear. Rees also explained that like Agent Provocateur did in the late 1990s, Les Girls Les Boys will speak to the way customers want to engage with their sexuality.
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The 100-piece collection will go on sale from 1st September, via the company's own website, as well as on Shopbop and Zalando, and at department stores such as Selfridges and Nordstrom. The underwear, joggers and pyjamas are expected to be priced between $25 and $145 (£20-£120).
Meanwhile, Agent Provocateur has struggled financially in recent years and entered into administration in March. As part of a new deal, the label was purchased by Four Holdings, a company one-third owned by British businessman Mike Ashley.