American actress Maggie Gyllenhaal is the new face of Agent Provocateur Lingerie. She takes over from Brit Kate Moss
A spokesperson said “Maggie is not an obvious sex symbol. She is interesting looking, confident and beautiful in a way that is non-threatening, which makes her appealing to men and women alike.”
Agent Provocateur Lingerie iand Prefume are a sophisticated brand with a strong cult following among celebs such as Paris Hilton. Agent Provocateur was famously fronted by Kylie Minogue in an advert deemed too steamy for TV.