Emily Atack has set the internet ablaze with her new campaign for Agent Provocateur's spring/summer 2026 collection, titled 'The Duchess'. The campaign draws heavily from the late 1980s British aristocratic glamour, inspired by Jilly Cooper's novel 'Rivals', in which Atack also stars in the TV adaptation.
Creative director Sarah Shotton explained the inspiration: 'I was up North when Rivals came out, with its brilliant cast & costumes, and I just fell in love with all things British, once again. SS26 is very late-1980s, it's over the top and really fun, with lots of fabulous prints and fabrics.' She added that Atack was the perfect choice: 'We needed someone bold, British and utterly gorgeous to bring it to life; it could only ever have been Emily.'
Fans have reacted enthusiastically on social media, with one commenting: 'I absolutely LOVE this. Go go Emily', while another wrote: 'Here's a way to break the internet! In fact Miss Atack… you win the internet today! Flawless!'
The collection features a mix of satin, lace, and PVC, including matching sets, bodysuits, skirts, and accessories like gloves and garters. Some pieces are designed to be worn as outerwear. The campaign is set in a grand country house, evoking a touch of Bridgerton, and launches ahead of Valentine's Day.
