Luxury lingerie brand Agent Provocateur is known for its brazenly sexy and provocative campaigns which, in the past, have featured stars such as Naomi Campbell, Kate Moss and Dasiy Lowe. Kylie Minogue’s 2001 campaign for the brand, which saw the singer riding a mechanical bull in her underwear, was even deemed too raunchy for television and could only be shown in cinemas.

Now, the brand has launched its Spring 19 campaign: an all-dancing, all-thrusting romp which doesn’t take itself too seriously, and as ever looks to bring a twist on lingerie, sex and feeling good.

With a diverse cast of 22 dancers, all with varying body types, Agent Provocateur celebrates strong bodies and female athletes in “Pump It Up”, a short film by director Charlotte Wales. Whether they are lifting weights or dancing en pointe, the dancers are powerful and proud of it.

“When you put on Agent Provocateur it makes you feel confident, strong and provocative,” says the brand's creative director Sarah Shotton. “It was important that we represented the female body in both size and strength so we cast women who varied from a size 10 to a 14 from dance troops across the globe. ‘Pump it Up’ shows the strength of women coming together, diversity and showcases how AP can make you feel.”     

Recently Agent Provocateur has been moving towards using models of different sizes on their site which, they say, has helped raise sales of their larger sizes. This year they celebrate their 25th anniversary.