Maggie Gyllenhaal is the new face - and body - of lingerie chain Agent Provocateur.
Maggie Gyllenhaal is the new face - and body - of lingerie chain Agent Provocateur.
KEY POINTS:
Actress Maggie Gyllenhaal is to step into the sex-charged marabou slippers vacated by Kate Moss at Agent Provocateur as the face of its advertising campaign.
The lingerie chain is set to announce it has struck a deal with the star of the sadomasochistic romance Secretary tobe its new global face and body.
The new ads, which will appear online and in print, will run from September 1.
Gyllenhaal's film pedigree is such that fans will be expecting a repeat of the frenzy provoked by the launch of the Moss campaign, which featured the model in a series of Alice in Wonderland-style video shorts.
The suggestive shots, called 4 Dreams of Miss X, practically caused computer meltdown when they hit cyberspace.
The campaign has kept Agent Provocateur's name in the headlines for the past 12 months, boosting sales at its 29 outlets from Las Vegas to London.
Moss, who did the job on the cheap as a favour for Agent Provocateur's co-owners, Serena Rees and her husband Joseph Corre, cut her ties with the chain after a dramatic falling-out.
She was furious after Ms Rees had an affair with Paul Simonon, former bassist of the Clash, who was married to one of Moss's best friends.
Ms Rees left Mr Corre, the son of Dame Vivienne Westwood and Sex Pistols founder Malcolm McLaren, for Simonon.
Despite Gyllenhaal's risque screen past, her appointment did not meet with universal approval.
Hollyscoop, the entertainment news website, called her "way too 'girl next door'" for the newcampaign.
