Brooke Ivey Johnson
Published February 3, 2026 7:28pm
Updated February 3, 2026 7:28pm
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Emily Atack is the star of the new Agent Provocateur’s lingerie campaign (Picture: Agent Provocateur
Emily Atack is taking control of the narrative.
The actor fronts Agent Provocateur’s SS26 campaign as The Duchess, a character drenched in late-1980s excess and lace.
Shot at Camfield Place, the images channel countryside grandeur with a knowing wink.
Atack wears an arresting edit of lingerie that leans into a bondage-tinged aesthetic, including PVC accents, corsets, and even a riding crop.
The campaign nods directly to Atack’s recent role in the hit series Rivals, where she played the ambitious Sarah Stratton.
That role reignited a national appetite for beloved author Jilly Cooper’s ‘bonkbuster’ world and the SS26 collection runs with that energy.
The photos even feature a riding crop (Picture: Agent Provocateur)
The fox hunting aesthetic in Rivals is present throughout (Picture: Agent Provocateur)
And there are plenty of 80s pleather moments (Picture: Agent Provocateur)
And a lovely canine co-star (Picture: Agent Provocateur)
For Atack, the collaboration was as empowering as it was fun.
‘I’ve always loved Agent Provocateur as a brand, but had no idea there was such an incredible, creative team bringing it all to life,’ she said, describing a process that began with lunch meetings and fittings in Soho before culminating in the Hertfordshire shoot.
‘From start to finish this has been one of the most special projects I’ve worked on, and one I feel truly empowered by.’
Creative director Sarah Shotton knew exactly who she wanted.
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After watching Rivals, Shotton found herself swept up in a renewed love of Britishness.
John Deer is blushing (Picture: Agent Provocateur)
What’s for dinner, Emily? (Picture: Agent Provocateur)
Is that vacuum even plugged in? (Picture: Agent Provocateur)
‘SS26 is very late-1980s,’ she said. ‘It’s over the top and really fun, with lots of fabulous prints and fabrics. We needed someone bold, British and utterly gorgeous to bring it to life; it could only ever have been Emily.’
Agent Provocateur describes the result as ‘refined British aristocratic glamour reimagined through the scandalous, indulgent rhythms of countryside living in the late 1980s.’
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The pictures say it all. With Atack at the centre, the brand delivers a campaign that revels in power dressing, playful provocation, and the thrill of not taking things too seriously.
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