Josephine de la Baume Heats Up Agent Provocateur Campaign

Josephine de la Baume Agent Provocateur
Photo courtesy of Agent Provocateur
Jospehine de la Baume in the Spring/Summer 2011 Agent Provocateur campaign.

If you’ve never heard of Josephine de la Baume, you will.

The French actress/It girl/girlfriend of DJ and music producer Mark Ronson has been tapped by Agent Provocateur to star in its Spring/Summer 2011 campaign as something of a femme fatale.

The campaign centers on the short film Watching Josephine, which is six straight minutes of the now red-haired ingenue lounging around her hotel room (waiting for someone?), reading the newspaper, and doing leg lifts and pelvic thrusts—all while wearing Agent Provocateur’s wares. In this case, a matching bra/panty/hose-and-garter set, all in black, with platform pumps.


The video, directed by Johan Renck of RSA Films, is shot from the perspective of a shaky-handed Peeping Tom from a neighboring building.

The campaign’s still images follow in the same vein as the video, featuring de la Baume in a variety of poses (some fit for a Playboy centerfold) and showing off the many sexy pieces from Agent Provocateur’s new Spring line.

If the video seems like a bit of a risqué entrée into mainstream media—this is de la Baume’s first time as a campaign face (or make that body)—consider that she once told the French magazine Dejour the first thing she does in the morning and the last thing she does before going to sleep is “make love, drink water.”

Vive la France!


Josephine de la Baume Agent Provocateur

Photo courtesy of Agent Provocateur

Agent Provocateur goes aptly provocative for its new ads.

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