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Actress Maggie Gyllenhaal is the new face of Agent Provocateur |
 Maggie Gyllenhaal is the new face and body of lingerie brand Agent Provocateur. American actress replaces supermodel Kate Moss, who cut her ties with the chain after an alleged fall out with co-founder Serena Rees. Moss was reportedly furious when Rees, who founded the company with her husband Vivienne Westwood’s son Joseph Corré, had an affair with Paul Simonon, former bassist of the Clash, who was married to one of Moss’s best friends.
Maggie Gyllenhaal will appear in videos for the British company’s online advertising campaign. The new ads, featuring Gyllenhaal will appear online and in print and will run from 1 September.
Last year, Kate Moss’ appearance in an Agent Provocateur campaign, which featured the model in a series of Alice in Wonderland-style short movie, was such a big hit, the company’s website crashed.
Maggie Gyllenhaal is the older sister of actor Jake Gyllenhaal. American actress made her breakthrough in the sadomasochistic romance, ‘Secretary’, for which she received a Golden Globe nomination. Maggie Gyllenhaal is due to marry actor Peter Sarsgaard, with whom she has a baby daughter, named Ramona, who was born last October.
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