Agent Provocateur has a breakout moment in a Spring 2017 ad campaign that rocks. Master photographer Mario Sorrenti flashes model Andreea Diaconu. In PR materials, the brand celebrates its bright colors, sexy florals and silk stockings inspired by '70s surf and exercise culture with a high-octane jolt of -- iconic foot-fetish photography.

"Mario sent over some images, and he started talking about his ideas; there were all these Elmer Batters images, and I'm a huge Elmer Batters fan, I have loads of Elmer Batters books," creative director Sarah Shotton says, referring to the pioneering foot-fetish photographer. "That's how we got to shooting it in that kind of style, and I think it's really amazing, the colors and the richness of it, and it's very sexy but also very iconic."

With the arrival of CEO Fabrizio Malverdi, "we wanted to do something that was less intimidating, less aggressive, maybe a softer approach and very sensual," explains Shotton.

The result is a classic Agent Provocateur campaign that probably only they could pull off. Sorrenti pushes his own boundaries -- this is not classic Mario Sorrenti smoky sensuality Shotton agrees that the campaign is kinky.

"I have got away with putting things on the shop floor that most lingerie brands couldn't get away with, but I probably designed them in a way that's much more fashion oriented," Shotton says. "Sometimes some things come in that you're just like, we can't put that in, it's too boring or it's just gone too far, it's too kinky. It is a real fine line and you have to be watching it all the time."

"But I quite like kinky things, so that makes it easy for me!"