Emily Atack has launched a powerful new lingerie campaign while simultaneously confronting the persistent body commentary that has shadowed her career since her teenage years. The actress and comedian, best known for her role as Charlotte 'Big Jugs' Hinchcliffe in The Inbetweeners, has released an explicit Agent Provocateur shoot that serves as both a fashion statement and a declaration of bodily autonomy.
Reclaiming the Narrative Through Fashion
The SS26 campaign, released on Tuesday, features Atack in a series of provocative bondage-themed ensembles, including PVC pieces and riding crops that nod to her recent role in Disney+'s adaptation of Jilly Cooper's Rivals. Shot at Camfield Place in Hertfordshire, the collection represents what creative director Sarah Shotton describes as "refined elegance of British aristocratic glamour reimagined through scandalous, indulgent rhythms."
For Atack, this collaboration represents more than just another photoshoot. "I've always loved Agent Provocateur as a brand," she explained, "but had no idea there was such an incredible, creative team bringing it all to life. From start to finish this has been one of the most special projects I've worked on, and one I feel truly empowered by."
A History of Unwanted Commentary
This empowerment comes after years of Atack battling unwanted attention about her physique. The actress previously tweeted about the constant remarks, writing: "Can people stop saying to girls with big knockers 'it's a bit boobie?!' when trying on clothes." She elaborated to OK! magazine in 2018: "My whole life I've been judged for how I look. Which is part and parcel of being in the public eye, playing sexy roles and posing for lad's mags, but I want people to like me for my personality and brain."
The scrutiny intensified after her 2018 appearance on I'm A Celebrity..., where she lost weight and subsequently faced body-shaming from strangers. She recalled one particularly jarring incident where a man interrupted her restaurant meal to tell her to "stop eating" because "starvation suits her."
The Digital Abuse Epidemic
Beyond in-person comments, Atack has faced a torrent of digital abuse that has significantly impacted her mental health. In 2023, she filmed a BBC Two documentary about receiving thousands of explicit messages daily, including unsolicited sexual images and rape threats.
"I'm terrified at times," she told Radio Times. "The second I hear a bump in the night I go, 'Oh, that's it. I'm about to be raped and killed.' I'm scared of being alone physically a lot of the time. It's frightening how much has been normalised and how accustomed we are as women to it."
Motherhood and Body Expectations
Following the birth of her son Barney in June 2024 with fiancé Alistair Garner, Atack faced renewed pressure about her physique. Speaking on Jamie Laing's Great Company podcast, she revealed: "The first thing people say to you is, when are you going to get back in the gym? Are you kidding? I've just created a human, I am exhausted!"
She continued with frustration: "Where's the congratulations for being a mother? Instead it's when are you going to get the baby weight off... I'm not back at the gym at the minute, I've actually put on more weight since giving birth. I'm just enjoying this bit."
From Teenage Symbol to Empowered Woman
Atack's career trajectory has been defined by her early role in The Inbetweeners, where she played a schoolgirl character that became an unintended sex symbol. "They see the blonde hair, the school uniform and they go 'Oh wow, seductive, what a seductive role'," she reflected last year, "but I was just a schoolgirl playing a schoolgirl."
A source close to the star explained: "You can't blame her for wanting to grow up and rid herself of that – Charlotte 'Big Jugs' is no more. She was lusted after in a pretty disgusting way, she was a teenager back then, as was her character. But the whole sex symbol thing has stuck with her until now."
Recent Controversies and Responses
The new Agent Provocateur campaign follows recent speculation about Atack using weight-loss jabs, particularly after her Christmas social media posts sparked divided reactions among followers. While some commented about "skinny jabs," many fans rushed to her defense, highlighting the persistent scrutiny she faces regardless of her choices.
Atack has previously discussed feeling "free" about her curves after years of insecurity, noting: "Everybody started talking about my weight. There was a whole Facebook page dedicated to me/Charlotte Hinchcliffe. I couldn't believe how awful it was. People would then try and be positive and say, 'At least we're seeing curvier girls now playing sexier roles on television'. I didn't even know I was curvy!"
Through her new campaign and continued advocacy, Emily Atack is determined to control the conversation about her body while challenging the entertainment industry's and society's expectations of women in the public eye.
