- Maya Jama fronts Agent Provocateur's SS26 summer swim campaign, shot on location in Ibiza, featuring the brand's signature bold swimwear with luxury hardware detailing.
- The collaboration marks a natural brand-talent fit. Jama previously wore Agent Provocateur in a 2021 Wonderland Magazine editorial, and the brand shot its SS25 swim campaign starring DJ Kim Turnbull in the same Ibiza setting.
- Agent Provocateur has been on a high-profile celebrity campaign streak, having tapped Paris Hilton for AW24 and Emily Atack for SS26 lingerie before landing Jama for swim.
- Beyond this deal, Jama holds active partnerships with JD Sports and Adidas, cementing her status as one of the UK's most commercially sought-after faces.
Maya Jama is officially Agent Provocateur’s newest swim muse. The London-based brand released its SS26 swim campaign shot in Ibiza, continuing a sun-soaked creative direction it established with its SS25 swim launch, and this time, it’s Jama turning up the heat.
The Bristol-born presenter, best known as the host of ITV2’s Love Island since 2023 and more recently as a judge on The Masked Singer from 2025, brings her effortless poolside energy to AP’s signature aesthetic.
The brand’s summer swim range continues to spotlight jeweled embellishments, string details, and bold bandage silhouettes, all of which sit squarely in Jama’s style lane.
This isn’t Jama’s first brush with the brand, she previously wore Agent Provocateur in a 2021 Wonderland magazine cover shoot, making this campaign feel like a full-circle moment.
On the brand side, Agent Provocateur has been building serious campaign momentum: English actress Emily Atack starred as “The Duchess” in its SS26 campaign, while Paris Hilton fronted the AW24 collection as “The Provocateur” to celebrate the brand’s 30th anniversary.
Jama’s commercial portfolio is equally busy, she has active campaigns with JD Sports and Adidas, and previously fronted a Dolce & Gabbana advertising campaign.
Summer swimwear partnerships are clearly having a moment right now. Just as Hailey Bieber brought retro glamour to Calzedonia’s summer swim campaign and Georgina Rodríguez teamed up with Calzedonia for their summer swimwear push, Jama and AP are making their own big splash ahead of peak beach season.
Takeaways
This one makes complete sense on paper. Maya Jama doesn’t just wear swimwear, she sells the idea of it. Between her years on Love Island and her personal Ibiza-loving persona, she is essentially the living embodiment of what Agent Provocateur is trying to project with its swim line.
The brand didn’t go for the biggest Hollywood name here; they went for the most culturally relevant one in the UK right now, and that’s a smart distinction.
For Agent Provocateur, this also continues a pattern of tapping women who bring a character to the campaign, not just a face. From Paris Hilton as “The Provocateur” to Emily Atack as “The Duchess,” there’s clearly a storytelling strategy at play. Jama fits the next chapter perfectly.
Could this swim campaign be the start of a longer-term Ambassador relationship between Jama and Agent Provocateur, perhaps expanding into lingerie? With Maya Jama’s brand portfolio growing rapidly across sportswear, luxury fashion, and now lingerie/swim, how much longer before she launches her own fashion label?
