Frederick's of Hollywood History: The Rise and Fall

The Rise and Fall of Frederick’s of Hollywood History: A Legacy in Lingerie

Frederick’s of Hollywood was once a household name, synonymous with glamorous, daring lingerie that pushed the boundaries of fashion and femininity. From its inception in the 1940s to its peak in the 1980s, Frederick’s revolutionized the lingerie industry.

Established in Hollywood, Frederick's of Hollywood quickly gained fame for its celebrity connections and iconic branding, cementing its legacy as a pioneering force in the lingerie world.

However, the brand that once stood at the forefront of innovation and allure faced a series of challenges that led to its decline. In this blog, we’ll explore the fascinating journey of Frederick’s of Hollywood, highlighting its groundbreaking achievements and the factors that contributed to its fall.

The Birth of an Icon: Frederick's of Hollywood

Frederick’s of Hollywood was founded in 1946 by Frederick Mellinger, who introduced America to risqué yet empowering lingerie. Early in his career, Frederick worked with women's undergarments, bringing innovative ideas to the industry that set Fredericks apart from competitors. Mellinger is credited with inventing the push up bra, a revolutionary product that became a staple in women’s wardrobes. Fredericks was originally established on New York's Fifth Avenue, a prestigious avenue in York that was central to the fashion and business scene of the era. The store moved from New York to California as the brand expanded to the West Coast, opening its original flagship store on Hollywood Boulevard, which became a landmark, attracting celebrities and everyday shoppers alike.

Frederick’s was a pioneer in making lingerie accessible and glamorous. At a time when women’s undergarments were largely utilitarian, the brand offered vibrant colors, luxurious fabrics, and bold designs. Fredericks also utilized mail order catalogs to reach customers nationwide, further expanding its influence. From corsets to sheer negligees, Frederick’s encouraged women to embrace their sensuality and confidence.

Peak Popularity

During the 1950s and 1960s, Frederick’s of Hollywood was at the height of its influence. The brand’s catalog became a cultural phenomenon, offering women across America a glimpse into the glamour of Hollywood. Frederick’s lingerie, underwear, swimsuits, clothing, and accessories weren’t just about function; they were about making a statement.

Frederick’s of Hollywood expanded its reach by selling products in department stores and shopping malls across the country.

The 1980s marked another high point for the brand. With its provocative designs and celebrity endorsements, Frederick’s appealed to a wide audience, from Hollywood starlets to everyday consumers. The store’s allure was amplified by its Hollywood connection, making it a symbol of bold femininity.

Frederick’s also leveraged women’s magazines as a powerful marketing channel, using them to promote its products and shape perceptions of seduction and glamour.

For exclusive products and the latest updates, visit the Frederick’s of Hollywood site.

Innovations in Lingerie

Frederick’s of Hollywood has always been at the forefront of lingerie innovation, setting trends that would shape the industry for decades. When Frederick Mellinger opened his original Hollywood Boulevard store, he didn’t just bring European glamour to America, he redefined what women’s undergarments could be. In 1947, Mellinger introduced the world to the first push up bra, aptly named the “Rising Star.” This revolutionary design offered women a new level of comfort, support, and allure, quickly becoming a must-have for anyone seeking a touch of Hollywood glamour. The push up bra’s instant success was amplified by its association with Hollywood starlets, including the legendary Marilyn Monroe, who was known to frequent the iconic Hollywood store.

But Frederick’s innovations didn’t stop there. The brand was among the first in America to popularize black lingerie, a bold and provocative choice that challenged the era’s conventions. This daring move set the stage for a wave of seductive styles, from sultry corsets to the introduction of the bikini in 1946, a true fashion revolution for post war America. The padded girdle, another Frederick’s original, offered women both function and fashion, reflecting the brand’s commitment to meeting the evolving needs of its customers.

As the decades progressed, Frederick’s continued to push boundaries. The launch of the thong in 1981 marked a dramatic shift in lingerie design, catering to women who wanted both minimalism and sex appeal. These innovations cemented Frederick’s reputation as a market leader, inspiring countless imitators and setting the standard for lingerie fashion.

Frederick’s of Hollywood was also a trailblazer in marketing, using print advertising and features in women’s magazines to capture national media attention. The brand’s glamorous image was further elevated by its celebrity clientele, with icons like Madonna and Dita Von Teese embracing Frederick’s provocative designs. This blend of Hollywood allure and cutting edge fashion made the company a household name, synonymous with beauty, confidence, and innovation.

In recent years, Frederick’s of Hollywood has continued to evolve, embracing an online only model after its acquisition by Naked Brand Group Inc. This shift has allowed the brand to reach a new generation of lingerie enthusiasts, adapting to changing consumer preferences while staying true to its roots in glamour and innovation. Today, Frederick’s remains a symbol of bold femininity and creative spirit, inspiring designers and captivating women around the world with its legacy of lingerie innovations.

The Challenges Begin

Despite its early success, Frederick’s of Hollywood began to face challenges in the 1990s. The rise of competitors, most notably Victoria’s Secret, shifted consumer preferences. Victoria’s Secret emerged in the 1970s as a key rival, popularizing a softer, more mainstream approach to lingerie and eventually surpassing earlier iconic brands like Frederick’s of Hollywood. This competition highlighted Frederick’s struggle to evolve with changing market trends.

Additionally, the rise of online shopping and digital marketing caught the brand off guard. While newer brands embraced e-commerce and social media, Frederick’s lagged behind, losing its relevance with younger audiences. The company later underwent a digital transformation through FOH Online Corp, shifting from physical stores to an online only platform. This move was intended to provide greater access to Frederick’s products for a wider audience, ensuring that more customers could enjoy the brand’s offerings regardless of location.

Decline and Bankruptcy

By the early 2000s, Hollywood Frederick's, once an iconic brand, was grappling with declining sales and mounting debt. In 2015, the company filed for bankruptcy and closed all its physical stores, transitioning to an online only model. While this move aimed to modernize Hollywood Frederick, it struggled to regain its former glory.

Frederick's early success was shaped by the post war era, when changing societal attitudes and Hollywood starlets fueled demand for provocative lingerie styles. However, as times changed, the brand's influence waned. The absence of a physical presence and the inability to differentiate itself in a crowded market left Frederick’s struggling to connect with its audience. The brand’s rich history and iconic status were overshadowed by its inability to adapt to a rapidly changing retail landscape.

Legacy and Lessons: The Push Up Bra

Frederick’s of Hollywood’s story is both a tale of innovation and a cautionary tale about the importance of adaptation. The brand paved the way for modern lingerie by breaking taboos and celebrating women’s empowerment through fashion. Its push up bras, sexy nightwear, and bold advertising campaigns left an indelible mark on the industry. Frederick's designs were notably inspired by the sophisticated styles of Europe, particularly the elegance and daring trends seen in France, which influenced the introduction of black lingerie and see through styles to the American market.

However, its decline underscores the importance of staying attuned to consumer preferences and technological advancements. Brands must continuously evolve to remain relevant, especially in competitive markets like fashion and retail. Today, Frederick's legacy and the evolution of intimate apparel are preserved and celebrated in places such as a lingerie museum, where visitors can appreciate the history and cultural significance of lingerie design.

Final Thoughts

Frederick's of Hollywood will always hold a special place in the history of lingerie. Its rise to prominence and subsequent decline offer valuable insights into the dynamics of fashion, business, and culture. While the brand may no longer dominate the industry, its legacy lives on as a pioneer that forever changed the way we view lingerie and women's fashion.

As we celebrate Frederick's contributions, we're reminded of the enduring power of innovation and the need for resilience in the face of change. Whether through its iconic push up bras or its celebration of bold femininity, Frederick's of Hollywood remains a symbol of glamour and empowerment.