Lingerie label Agent Provocateur is characterized by its risqué unmentionables and the naughty ladies that grace its adverts. So when it announced plans to explore social media earlier this year, we thought we knew what to expect: simpering femmes fatales that appeal more to men than women.

We scoped out @msprovocateur and the blog, Hello Agent Provocateur—and found, to our surprise, an interesting personality. The label's social media voice is both sexy and smart. She's frank, but she also thinks critically about relationships and explores the science of attraction.

On Twitter, @msprovocateur hasn't yet got a significant following—728 and counting—but it's copiously updated, loaded with personality and generous about maintaining a dialogue with its fans.

Naturally, there's the occasional branded deluge at the blog, but for the most part, the content is original and even fun to read. For example, here's a laugh-out-loud scathing review of He's Just Not That Into You.

Crucially, women may wanna be friends with this girl. And while they're turning that over in their minds, they're probably also feeling plen'y more comfortable with a brand they once deemed out of their reality. Suddenly, Agent Provocateur's not the sole domain of wanton wild girls; it may be the the flirty thinker's brand at times as well.

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