Paris Hilton is turning heads yet again, this time as the star of Agent Provocateur’s latest campaign for their Fall/Winter 2024 collection. The 43-year-old media mogul, heiress, and fashion icon has never looked better, confidently embracing her sultry side as she models a series of jaw-dropping lingerie pieces for the luxury brand. Shot by the renowned photographer Greg Williams, the campaign showcases Paris in a variety of racy and daring ensembles, capturing the essence of Agent Provocateur’s signature style: bold, empowering, and undeniably sexy.
One of the standout moments from the shoot sees Paris behind the wheel of a vintage car, channeling old Hollywood glamour while adding a provocative twist. Wearing a delicate lace bra paired with matching underwear and a garter belt, Paris elevates the look with a pearl-infused choker necklace, engraved with the brand’s initials. Her sunglasses, tilted down just enough to reveal her fierce gaze, added an extra touch of attitude as she grips the steering wheel with confidence. This image, like many others in the campaign, radiates confidence and timeless sensuality.
But the sultriness doesn’t stop there. Paris takes it up a notch with a stunning black bra adorned with pearl beads, which double as elegant sleeves. The innovative design is both risqué and refined, perfectly complementing Paris’s fearless persona. Another memorable shot features her standing next to a vintage sink, sporting an especially racy bra and matching bottoms. However, the heiress opts for a more mysterious allure by draping herself in a shimmering grey robe with playful pink straps, blending soft sophistication with bold sensuality.In a statement obtained by Women’s Wear Daily, Paris expressed her admiration for Agent Provocateur, saying, “It’s the ultimate tribute to iconic femininity. AP has always embodied empowerment and elegance to me, and to join them in this celebration of legacy is an honor.” Her involvement in the brand’s campaign is more than just another modeling gig — it’s a partnership between a beloved global icon and a lingerie brand known for rewriting the rules of fashion.
Sarah Shotton, the creative director of Agent Provocateur, echoed this sentiment, describing Paris as the perfect embodiment of the brand’s ethos. “For me, she’s sexy, bold, and provocative,” Shotton said. “Paris is amazing, and she’s a huge fan of AP. I made her some wedding lingerie and a special kimono for her. She’s a proper AP girl.Paris’s connection to the brand runs deep, as she has been a fan of Agent Provocateur since the early days of her career. She even attended the opening of their Los Angeles store in 2000, solidifying her long-standing relationship with the iconic brand. As Agent Provocateur celebrates its 30th anniversary, it feels only fitting that they tapped Paris to front their new campaign. The brand took to Instagram to share the inspiration behind the shoot, stating, “Since 1994, Agent Provocateur has rewritten the rules of lingerie, empowering and celebrating women across the globe. To kick off our thirtieth anniversary year, global icon, mother, businesswoman, activist, actor, and DJ, Paris Hilton stars as The Provocateur.
As Hilton continues to make waves in the fashion world, she’s also busier than ever in other areas of her career. The multifaceted star is gearing up for the release of her second studio album, Infinite Icon, set to drop on September 6. This marks her first full-length album in nearly two decades, following her 2006 debut album, which featured the hit single “Stars Are Blind.” Fans have been eagerly awaiting new music from the DJ and pop sensation, and Infinite Icon is expected to be a highly anticipated return to the music scene.
In addition to her musical endeavors, Paris has reunited with her longtime friend and former co-star, Nicole Richie, for a brand-new reality show, Paris and Nicole: The Encore. The duo famously skyrocketed to fame with their reality series The Simple Life, which aired from 2003 to 2007 and became a pop culture phenomenon. Now, years later, they’re back to capture more hilariously chaotic moments and give fans a glimpse into their present-day lives.
Despite her hectic schedule, Paris still makes time for her family. The heiress has been married to venture capitalist Carter Reum since 2021, and the couple shares two children together — son Phoenix, who recently turned one, and daughter London, who is set to celebrate her first birthday in November. As a mother, wife, businesswoman, and global fashion icon, Paris continues to show that she can truly do it all.
Agent Provocateur’s Fall/Winter 2024 campaign, with Paris Hilton at the forefront, is more than just a fashion shoot — it’s a celebration of bold femininity, empowerment, and confidence. As Paris dazzles in the provocative yet elegant designs, she reminds the world why she remains an enduring figure in fashion and pop culture, effortlessly blending her past with her ever-evolving present. Whether in lingerie or a business suit, Paris Hilton continues to sizzle, proving she’s not just an icon — she’s a legend.
