Lingerie maker ties up Maggie Gyllenhaal

The British press is all whipped up this morning over lingerie company Agent Provocateur’s new ad campaign, in which Maggie Gyllenhaal replaces Kate Moss in the role of prime seductress. Serena Rees, co-founder of Agent Provocateur, believes Gyllenhaal “is not an obvious sex symbol,” despite the fact that she became famous by starring in a film about S&M. In the new ads, Gyllenhaal is seen frolicking on a black carpet, tied to a chair, posing like a matinee idol and waving from a sudsy bathtub. Perhaps most impressive, she shot the ads six months after giving birth to her daughter. “She wasn’t worried about her body at all,” says Rees. “Maggie is proof that life doesn’t stop once you have a child.”

—Posted by Tim Nudd