Serena Rees

Rees was adopted at an early age by Indian parents. She was working as a model in Chelsea,[2] in 1992 when she met Joseph Corré, the son of Vivienne Westwood and Malcolm McLaren.

Rees decided to open a lingerie store that would be filled with colourful and fashion-forward lingerie. The store opened in 1994 on Broadwick Street, Soho as a retail shop. Eventually Rees and Corre began designing their own line of lingerie as well. [3]

Agent Provocateur became a well known brand selling in 13 different countries and over 30 stores. Rees maintained a strict confidentiality policy which allowed celebrity clients to feel comfortable purchasing the products. [3]Rees made sure to cater to a celebrity clientele by enforcing a strict confidentiality policy. The brand often features celebrity models such as Kate Moss.[4]

Rees and Corre sold Agent Provocateur to private equity house 3i for £100m,[5] as part of their divorce settlement.[6]

Les Girls Les Boys is a men’s and women’s underwear, intimates and streetwear brand, founded by Serena Rees in May 2017.[7][8][9][10][11]

Rees then started Cocomaya, a bakery and chocolatier with several branches in London, where she resides with her daughter and partner Simonon.[12]