Artists of music, film, and design; socialites, sports pros, and hipsters all threw back bubbles last night, Feb. 17 for the Agent Provocateur Flagship Store opening in Beverly Hills, California.

Steve Stevens (guitarist for Billy Idol) and wife Josie Stevens (“Married to Rock”) chatted with friends on the famed street of Rodeo Drive, outside the 1,900-square-foot boutique while Debi Mazar (“Entourage“) posed for a sea of digital camera flashes in front of the brand’s press wall.

Past the store’s glass front and into a black marble foyer, it becomes clear you have stepped off the street and into an indulgent land of luxury as you take a stroll down the steps to be consumed by the glistening crowd.

While browsing the  seductive merchandise for which the brand owns its name, guests were greeted by models scantily clad with lingerie and chains from the Soiree 2011 Collection as the DJ spun trendy mixes, including sounds from funky grooves to dramatic violin squeals.  Small, glossy, pink gift bags containing a 1.7-ounce bottle of L’Agent and commemorative campaign postcards were received by all patrons dressed ‘to the nines’ in cocktail dresses and chic suits.

With the brand’s latest retail addition surrounding several luxury gems–Louis Vuitton, Tiffany & Company, Prada, Gucci, etc–the erotic lingerie label has moved up a notch on fashion’s scale of grandeur. Coming this spring, the line is introducing sunnies, cosmetics, and boudoir accessories amongst new additions: shoes, massage oils, and swimwear.

Aside from the 51 international stores (Europe, Asia, and the Middle East) and the West Coast Flagship on Rodeo, Agent Provocateur also opened an East Coast Flagship on Madison Avenue in New York City on Feb. 13, 2011.

“Agent Provocateur believes that passion and intimacy should be indulged, and that exploring your inner desires and fantasies profoundly enriches your life.”

Agent Provocateur is located at 242 North Rodeo Drive, Beverly Hills, 310.888.0050 and 7961 Melrose Ave., Los Angeles, 323.653.0229

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