Noticing the struggles and priorities of her kids and their peers, now in their 20s, over the past decade, made her realise that the new generation needed something different from what Agent Provocateur offered. The aesthetic — cool and casual — offers a more low-key take on sexiness, and Rees says it is designed to cater to a new generation of young people who share everything. In the post- metoo era, and thanks to increased visibility and activism from feminist groups and the LGBTQ community, as well as high-profile celebrities, attitudes to how sexuality is viewed and presented has changed, she adds. Underwear has a knack for reflecting cultural and social changes back at us, says Dr Rebecca Arnold, senior lecturer in the history of dress at the Courtauld Institute of Art. Instead there is a surge in demand for unpadded styles like the bralet. The once unstoppable lingerie giant cancelled its famous fashion show last year. Ed Razek, its former chief marketing officer, told Vogue.

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