Crystal Renn - Crystal Renn stars in sultry new Agent Provocateur ads

Crystal Renn stars in sultry new Agent Provocateur ads

Crystal Renn has become the new face of Agent Provocateur.

The striking model stars in a glamorous 70s-inspired ad campaign for the risqué underwear brand, shot by Purple magazine founder and owner Olivier Zahm.

Sarah Shotton, the brand's creative director, told WWD: ''[Olivier] always shoots women really sexily, and Crystal is just so [Agent Provocateur]. She's got a bit of that Hollywood glamour. She's supersexy, and she has this way of moving.

''By just throwing her hips forward or arching her back just a little bit more, she made everything that much sexier. And she really went into character, too. Olivier and she spent a lot of time talking through who this girl was and at the end of their talk she was that girl.''

The sultry campaign was shot in London on a set reminiscent of the petrol stations which feature heavily Ed Ruscha's Pop art and by Helmut Newton's photographs.

The images tie in with Agent Provocateur's spring/summer collection since the sexy undergarments were inspired by carefree American road-trip films.

Sarah explained: ''The last season was quite serious, so I wanted spring to be more fun, to be colourful and carefree. I was watching 'Thelma and Louise' and was inspired by the idea of driving across the US in a Cadillac, Patricia Arquette in 'True Romance' and that whole trailer-trash thing.''