Maggie Gyllenhaal Sexes Up (Down?) Agent Provocateur

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When we think of Maggie Gyllenhaal, the first thing that comes to mind isn't usually an Agent Provocateur campaign full of black lingerie and provocative sexual imagery. Granted, she did offer herself up as an office fantasy to James Spader in Secretary and played a trampy, hardnosed, harlot-like, character in SherryBaby but we still think of her as the wise-ass younger sister to real-life brother Jake in the atmospherically fantastic Donnie Darko. So it is with a bit of WTF we react to her appearance in the lingerie maker's latest campaign.

In the campaign, she seems to carry an air of 20's flapper but that's crossed with a dose of S&M, coy cuteness, subservient subjugation and playful elegance. It's got something for everyone.

Of Gyllenhaal, Agent Prococateur Co-Founder Serena Rees said, "Maggie is not an obvious sex symbol. She is interesting looking, confident and beautiful in a way that is non-threatening, which makes her appealing to men and women alike." Indeed. Though more cruelly, one commenter wrote, "She has a nice body but a really ugly face in these pictures. It doesn't make me want to buy their stuff, that's for sure!"

Historically, the campaign has gone for more of a babelicious look with Kylie Minogue and Deta Von Teese. None of this, of course, is surprising. Especially for a brand like Agent Provocateur. And for an industry which is addicted to sex.

Written by Steve Hall    Comments (2)     File: Brands, Campaigns, Celebrity, Racy     Sep- 4-07  
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Comments

I think she is perfect for this campaign. The most gorgeous is so unreal and totally unachievable. Her uniqueness gives the not-so-babelicious us more hope.

Posted by: kristen on September 4, 2007 10:38 AM

Check her out in the short film 'Quartier des Enfants Rouges,' which is one of the 20 shorts that comprise Paris, je t'aime. The campaign makes more sense after seeing her play that role.

Posted by: woodenlunch on September 4, 2007 04:00 PM

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