Olympians Get Physical in Agent Provocateur’s Controversial New Lingerie Campaign

By all intents and purposes, the 2020 Olympic Games in Tokyo are still going ahead, but even if they don’t, iconic lingerie house Agent Provocateur has given us all something to cheer about. The brand has just dropped its new SS20 campaign, entitled Play to Win, and it’s far from just your average racy release. Forget impossibly slender models on heart-shaped beds, Agent Provocateur’s new campaign is as much about strength as it is about sex appeal. In fact, for Play to Win, the brand dropped models entirely, opting instead to tap British gold-medal gymnast Georgia-Mae Fenton, Canadian pole vaulter Alysha Newman, American gold-medal hurdler Queen Harrison-Claye, and American rock climber Sasha DiGiulian to lead the campaign.

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Agent Provocateur Play to Win 7

They might not be models, but the international champions look far from out of place in the new shoot, even if the opulent lingerie that adorns them does. Showing off their abilities on the field, court and track, the four athletes are dressed in Agent Provocateur’s signature floral and pastel colourways, surrounded by a smoky vignette that evokes a distinctly 80s feel. Pair that with a soundtrack that features Yello’s Oh Yeah (better known as the Chikka Chikka song), and it’s hard not to think Agent Provocateur was channelling some throwback vibes.

Agent Provocateur Play to Win 7

Pink and leopard prints, satin bows and sheer make the cut for this season’s campaign, contrasting more contemporary touches, such as the modern suspenders. “Agent Provocateur’s Spring Summer 20 campaign is about bringing women together who are outstanding in what they do. We wanted to hero the magnificence of their sports and body confidence and how wearing Agent Provocateur can make you feel great,” the brand said in a statement.

But not everyone is in love with the new campaign. Fellow Olympian Sage Watson said she was “heartbroken” to see the campaign fixate on sex appeal over sporting prowess. The track and field star has personally faced a barrage of less-then-complementary comments over her appearance and has since taken a stand against objectification in sport.

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My heart broke ? when I watched a recent lingerie campaign video as it zoomed in on women’s butts and breasts as they did sporting activities. As a female athletes that’s not what makes our bodies amazing it’s our arms,legs,abs, backs and our mental strength. I was sexually harassed for months after the olympics because my buns rode up after my hurdle race and the camera man zoomed in for the world to see a close up of my butt…. people didn’t care that I made my first Olympic semifinal they just cared that my butt was shown on international television. Articles were written about how “sexy” I was and videos were posted showing my butt in slow motion as I walked off the track after giving it my all to make the olympic semifinals. It was one of the hardest things I ever went through receiving sexual and explicit messages about my body even though I loved my body it hurt to have it sexualized while I was competing. All because a camera man decided to zoom in on my behind instead of my face or my other competitors or the woman who actually won the race. ? ? I believe as women we have the right to show off our bodies NO MATTER what your size or figure looks like but we need to get out of this idea that perfect breast and butts are what make women beautiful. Womens sports need to move away from the direction of what we look like and more towards what we are doing in the sport. I am not trying to take anything away from the amazing women who were in the campaign or the message of female strength that was trying to be shown I am just sharing my experience and hopefully this will help women and young girls realize you are so much more than what your body looks like. ??? #selflove #empowereachother #femalestrength #bodyimage #positivity #love ?

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But for the women who feature in the campaign, Play To Win is about empowerment. “As a woman and an athlete, I have been breaking barriers my entire life and this campaign allowed me to show another side of the beauty of being a woman,” Newman said.

Controversy aside, you can’t help but hope we see the girls in action come July, when the Tokyo Olympics officially kicks off. Agent Provocateur’s Play to Win is available now on the brand’s website, which you can visit via the link below.

Check it out

Agent Provocateur Play to Win 7

Agent Provocateur Play to Win 7

Agent Provocateur Play to Win 7

Agent Provocateur Play to Win 7

Agent Provocateur Play to Win 7

Agent Provocateur Play to Win 7

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