Lingerie brand Agent Provocateur has teamed up with photographer Olivier Zahm and American model Crystal Renn for a new pop-art inspired advertising campaign.
Zahm is perhaps best known for founding avant-garde style magazine Purple, but he is also famous in fashion circles for his sexy, slick photography.
“For this season, I wanted the Agent Provocateur girls to escape the city and the boudoir and go on an adventure,” said Zahm.
“I had in mind the beautiful architecture of 70’s gas stations found in Ed Ruscha’s work ‘Twentysix Gasoline Stations.’ I also thought of girls shot by Helmut Newton in this same place, playing with the gas pumps.”
“The gas station is a fetish, a place to have fun and stretch your legs after hours of driving, a place where you can accidently meet a handsome stranger,” he explained.
Crystal Renn lounges over a Mercedes 450SL and plays with a toy car in the shots, which were produced in London, and focus on the brand’s “retro glamour sensibility” according to creative director Sarah Shotton.
The six-image campaign is timed to coincide with the arrival of the Spring-Summer 2013 Collection in Agent Provocateur stores and online.