Emily Atack has once again proven she is unafraid to push boundaries, unveiling a striking new campaign for Agent Provocateur’s SS26 collection that has quickly set social media buzzing.

The actress and comedian, 36, delivers a confident and provocative performance as “The Duchess”, fronting a campaign packed with bondage-inspired lingerie, glossy PVC fabrics and unmistakable late-1980s flair.

Shot at the historic Camfield Place in Hertfordshire, the campaign blends aristocratic countryside glamour with scandalous, tongue-in-cheek sensuality.

In a series of eye-catching images, Emily poses on a tractor, clutches a riding crop and smoulders in figure-hugging designs that nod directly to the racy world of Jilly Cooper’s Rivals, recently adapted for Disney+.

The collaboration marks another bold chapter in Emily’s career, following her headline-grabbing role as ambitious social climber Sarah Stratton in Rivals.

That performance reignited public fascination with the star, particularly after a memorable tennis scene that dominated online conversation.

Now, with Agent Provocateur, Emily appears to be leaning fully into a confident, empowered image that blends sex appeal with self-assurance.

The SS26 collection itself is described as a celebration of British excess, drawing inspiration from countryside living in the late 1980s.

Expect polka dots, florals and high-shine PVC, all designed to feel playful rather than restrained.

Creative director Sarah Shotton explained that the aesthetic was deliberately “over the top” and unapologetically fun.

“I was up North when Rivals came out, and I completely fell in love with everything about it – the cast, the costumes, the Britishness,” Sarah said. “SS26 is bold, dramatic and full of personality. We needed someone fearless, British and utterly gorgeous to bring it to life, and it could only ever have been Emily.”

Emily herself spoke warmly about the collaboration, revealing she felt deeply involved throughout the creative process.
“I’ve always loved Agent Provocateur as a brand, but I had no idea just how creative and passionate the team behind it were,” she said. “From our very first meeting to the shoot day itself, I felt trusted, included and genuinely empowered. This has been one of the most special projects I’ve worked on.”

The campaign arrives amid ongoing online chatter about Emily’s appearance, with some social media users speculating about weight-loss injections following her recent Instagram posts.

The actress has never confirmed using any such aids, and many fans have rushed to her defence, praising her honesty and confidence.

Emily welcomed her first child, a baby boy named Barney, with her scientist fiancé Alistair Garner in June 2024.

Since then, she has spoken openly about the pressure placed on women to “bounce back” after giving birth.

In interviews and podcasts, Emily has repeatedly pushed back against unrealistic expectations, explaining that she has chosen to enjoy motherhood rather than rush into extreme fitness regimes.

“There’s something incredibly liberating about having a baby,” she previously said. “Your body stops being something you judge constantly and becomes something that’s done something extraordinary.”

Her candid approach has resonated with many women, particularly those who followed her journey from early fame.

Emily shot to stardom in the late 2000s playing Charlotte “Big Jugs” Hinchcliffe in The Inbetweeners, a role that made her instantly recognisable but also subjected her to intense objectification at a young age.

In later interviews, Emily has reflected on how difficult that period was, insisting the character was never intended to be a sex symbol.

“I was just a schoolgirl playing a schoolgirl,” she said, adding that the reaction said more about society than the show itself.

Now, nearly two decades on, Emily appears firmly in control of her image.

The Agent Provocateur campaign is not about teenage notoriety, but about ownership, confidence and evolution.

By embracing a bold, high-fashion aesthetic on her own terms, Emily Atack is redefining what it means to be glamorous, outspoken and unapologetically herself in the public eye.

With the SS26 campaign already generating headlines, it’s clear that Emily’s latest move is less about shock value and more about stepping into a powerful new phase—one that blends style, self-belief and a refusal to be boxed in.