Agent Provocateur lingerie has shot a pretentious new short movie style commercial starring Kate Moss. Despite the line selling many bridal items, the film features a strong anti-wedding campaign. It’s a very controversial campaign, obviously designed to attract press attention and public outcry. While the lingerie itself is beautiful (if a bit racy as one would expect from Agent Provocateur) the campaign itself leaves me cold. It’s all a bit “art for art’s sake” and Kate, and the lovely lingerie, is wasted.The videos are available from the official site, but they download much better via YouTube (beware if you don’t want to see some fairly racy lingerie, this is Agent Provocateur after all so it’s hardly demure).

‘SCENE ONE - THE HAPPIEST DAY OF HER LIFE‘

From Joe Corré’s screenplay directions that the heroine bride -Kate Moss- should appear “romantic, pink and full of hope” on the eve of her ‘White Wedding’, Nick Knight’s first campaign image of six addresses all the classic elements of a kitsch boudoir scene: the powder-puff palette; the love heart vignette; the handheld mirror; a sweet butterfly hovering over virgin flesh. Meanwhile the accompanying film employs the help of a naked harpist to push the footage in more poetic direction.

‘SCENE TWO - THE GARDEN OF EDEN‘

A more pastoral scene is explored in tonight’s Agent Provocateur campaign image and film, with our bride considering her vows before a pastoral, watercolour scene buzzing with wildlife and local colour. The film leads into a more adult, nocturnal passage with Kate’s multilayered foundation garments seemingly emitting their own neon light, hinting at darker episodes to come.

‘SCENE THREE - BAD NEWS‘

Enter stage left and right - the screaming popes! Jake and Dinos step up to their Bacon-esque roles as the clerics appointed to conduct the service. An extraordinary film sequence marking the arrival of some bad news and the bride’s change or heart is projected onto ice, sparking a cataclysmic conclusion.

‘SCENE FOUR - FRENZY‘

Rip it up and start again: shattered dreams are manifest in a tattered wedding dress. As Kate brandishes the scissors and the gown becomes increasingly withered, so the movie screen fractures to a shuddering, industrial soundtrack.

‘SCENE FIVE - REVENGE‘

The penultimate campaign image features no trace of the bride’s original wedding garb as the finally takes control of her destiny…and the popes. Kate smoulders in the accompanying movie, as the series takes a Lynchian, erotic direction.

‘SCENE SIX - LET THEM EAT KATE‘

The final shot of Agent Provocateur’s ‘White Wedding’ campaign by Nick Knight. The White Wedding serial comes to an incendiary climax; with the popes and the bridesmaids melting into insignificance, a ferocious Kate rocks out with a fistful of cake.

So, what did you think? Did Agent Provocateur waste their money on this campaign? Did it inspire you to buy some lingerie? Leave a comment on this story and tell us what you thought.