Serena Rees

Serena Rees
Born	14 March 1968 (1968-03-14) (age 56) London, England
Nationality	British
Occupation	Fashion Entrepreneur Creative Design Director
Spouse	Paul Simonon
Children	1

Serena Rees, MBE, (born 14 March 1968) is a British entrepreneur and creative director for the fashion and life-style sector.

Biography

Serena Rees is the founder of Agent Provocateur - one of the world's leading players in the luxury lingerie market. She grew the business from one small store in London's Soho to an internationally recognised brand, with stores in twenty countries and licensed distribution in over 100 store fronts worldwide. In 2007, Serena successfully sold majority control of Agent Provocateur to the private equity find 3i.

With extensive knowledge and expertise in creative design, retail and marketing, Serena continues to build brands and consults on businesses within the fashion, beauty, publishing and lifestyle sectors. Serena was recognised with an MBE in the Queens Honours list for her contribution to the British Fashion Industry.

Career

Serena Rees began her career in Peter Marlow design studio, creating published materials for the leading model agencies and fashion photographers in London, Paris, New York and Miami.

With her creative background in photography, design and production, Rees moved into advertising in the late 80s.

Following her departure, she moved back into fashion, working for Vivienne Westwood. Whilst there, she met Joseph Corre, and the two created the concept for Agent Provocateur. 

Agent Provocateur, the British luxury lingerie brand, opened their first store in Soho, London, in 1994 to critical acclaim. It revolutionised the lingerie market by bringing lingerie into the luxury fashion arena. It became an internationally recognised luxury brand with stores in twenty countries and a successful fragrance and beauty line, distributed in over 70 countries worldwide. 

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