Agent Provocateur Introduces the "Neo-Diva" With Irina Shayk
The supermodel stars in the lingerie label’s darkly glamorous campaign.
Irina Shayk knows how to make an entrance. For Fall/Winter 2026, the supermodel stars in Agent Provocateur’s latest campaign as the lingerie label’s “Neo-Diva,” bringing a dose of dark glamor, confidence and old-school seduction to the collection.
Set against a dark, cinematic backdrop, Shayk commands the frame with an almost unnerving stillness. Draped over a chair beside a vintage car, she appears in lacquered metal, silk and sheer stockings, creating a mood that feels mysterious and rebellious.
The campaign’s central character reflects Agent Provocateur’s evolving vision of femininity. Rather than relying on overt sexuality or theatricality, the “neo-diva’s” power comes from confidence, comfortable with both vulnerability and desire, without feeling the need to perform either.
For creative director Sarah Shotton, Shayk was a natural fit for the role. “Irina has an extraordinary presence and confidence,” Shotton shared, describing the model’s portrayal of the Agent Provocateur woman as “powerful” and instinctive.
The concept also speaks to a new generation of Agent Provocateur customers, who have grown up with the brand and are now reshaping its codes in their own image. Across the collection, lingerie moves between seduction, everyday dressing and outerwear, proving that, for the “neo-diva,” there’s no single way to wear it.
Take a look at the campaign above and head to the brand’s website to shop the lineup.
In other news, PinkPantheress is bringing flares to Victoria’s Secret PINK.
