Editor's pick social media

Agent Provocateur takes to Snapchat and Periscope with behind-the-scenes shop girl series


Agent Provocateur has launched on Snapchat and Periscope simultaneously in order to provide candid insights into life working in one of its shops around the world.

#ShopGirlTakeover, as the social media initiative is being called, sees sales associates taking control of the brand’s Snapchat channel for a day as well as has them answering fan questions via live broadcasts on Periscope.

Creative director Sarah Shotton says: “I love how Snapchat and Periscope offer a candid way to document ?a moment in time, and who wouldn’t want to see what AP Agents from around the world get up to? Want to know how to get into suspenders in 30 seconds, or what to do with a whip? These are your girls!”

The results have generated over 1.2m views on Snapchat and 10,000 views on Periscope in the month its been running so far, thanks to takeovers in London, San Francisco, Las Vegas, Toronto, Shanghai and Melbourne.

Singer Paloma Faith, herself an ex-AP employee, has also had 24-hours on the channels as part of her tie-up as the star of Agent Provocateur’s autumn/winter 2015/16 #KnickersForever campaign alongside photographer Alice Hawkins.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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