Luxury lingerie brand Agent Provocateur opens in House Of Fraser, Dundrum today

In advance of Valentine's Day, luxury London lingerie brand Agent Provocateur has opened a pop up in House of Fraser, Dundrum Town Centre, from today. The pop up will creatively mimic the iconic Agent Provocateur gift box, and it will stock lingerie, nightwear, shoes, perfume and accessories. Although the lingerie brand is available to buy online, this is the first time it will have a physical presence in Ireland. To celebrate this partnership and the annual day of love, House Of Fraser will have chocolates in heart-shaped boxes on sale, as well as pink Moét & Chandon Rose Imperial champagne. Bouquets of flowers will be available to buy on February 13 and 14.

First founded in 1994, Agent Provocateur is synonymous with provocative, theatrical, sensual and playful pieces. It is also known for its craftsmanship and use of beautiful fabrics and has developed a cult following over the past 25 years. Kate Moss is a fan of the brand and was once the face of its campaigns.

The partnership, which will run until Valentine's Day, is bound to boost the fortunes of struggling retailer House Of Fraser, which went into administration last year. The department stores' fortunes have been ailing for some time, but it appears that with this very cool brand hook-up, it's ready to relaunch itself back into the head space of Irish consumers.

For a flavour of what you'll find at the Agent Provocateur pop up, scroll down.


Classic pink pyjama top, €320

Classic pink pyjama bottoms, €215

Miss AP 100ml eau de parfum, €80

Lorna black bra, €110



Lorna black brief, €50

Elise ivory mules, €340




The image newsletter