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Frederick’s of Hollywood is an innovative, world-renowned brand that captures the excitement and glamour of Hollywood by offering sexy styles that make women feel romantic, desirable and confident. Pride in our company, its heritage, its integrity and its products will remain the foundation of Frederick’s of Hollywood.

In 1946, Frederick came to HollywoodOr shall we say, a man named Frederick Mellinger founded Frederick’s of Hollywood and a legend was born. Mellinger believed that incredible lingerie could make a woman feel beautiful—from the inside out.More than fifty years later, the company is still the leading trendsetter in intimate apparel and has earned a renowned reputation for flattering women of all sizes with its sexy signature styles. Frederick’s found success in creating lingerie that is sexy, fresh and sophisticated. A new star on Hollywood BoulevardWhen Frederick Mellinger set out to create lingerie that made women beautiful, suddenly unmentionables were worth mentioning. Introducing little black underthings to the United States may have raised a few eyebrows with the American public, but it was a smash with many a glamorous Hollywood actress—the ones women worshipped as their style icons.After the opening of the first Frederick’s of Hollywood store in 1947, the same Tinseltown stars who graced America’s big screens and magazines came to rely on Frederick’s for the sexy glamour that embodied the Hollywood lifestyle.

The ensuing decades saw changes in how America defined “sexy,” and Frederick’s found a way to keep up with the times—while often leading the way. After years of helping women “catch their man,” Frederick’s turned a corner, emphasizing the value of women looking and feeling sexy for themselves. This kind of change in attitude has maintained and increased Frederick’s customer base and kept sales climbing. Women of all backgrounds, sizes, ages and tastes choose Frederick’s for their lingerie needs, from everyday underwear to those special occasion styles that nobody does like Frederick’s.Rising young starsMore than a few of today’s lingerie staples were born at Frederick’s. “The Rising Star”—the world’s push-up bra, was launched in the early 1950’s to great success, and today is emulated by every intimate apparel manufacturer in the world. Still the leader, Frederick’s currently offers more than 15 styles of push-up bras to suit every woman.And push-ups weren’t the only innovation Frederick’s pushed out. Front-hook bras, bras with shoulder pads, padded girdles, body shapers and colorful fashion bustiers—Frederick’s started it all. In 1981, the company introduced the thong panty to the American woman. Today, Frederick’s offers more than 25 styles and sells nearly 40,000 weekly of its wildly popular “Rio” style—the fastest and largest-selling thong around the world.But even with those smashing successes, Frederick’s hasn’t slowed down. Learn about some of our most recent innovations.

What’s hot in HollywoodLiquid Lift Collection. First sold in 1998, this water bra’s unique push-up “padding” is actually a mixture of rosewater and oil. When worn, the water and oil combination warms to the body and creates a natural look and feel not possible with customary padding. The bra adds a full cup size and is completely puncture-proof. Since its introduction, the Liquid Lift Collection has become Frederick’s best-selling bra line.Hollywood Exxtreme Cleavage Bra—After many years of creating innovative bras, Frederick’s has done it again with the introduction of this cleavage-enhancing bra. A one-of-a-kind design allows wearers to customize the amount of cleavage and push-up achieved.Signature Fragrance—No off-the-shelf fragrance, this scent was created by the Frederick’s team to bring the sexy brand to life. The development of the fragrance was led by Frederick’s CEO, Linda LoRe, former CEO of Giorgio Beverly Hills. The resulting fragrance captures the spirit of the brand—bold, sexy, flirty and fun—all in a bottle.A new eraAlthough Frederick’s filed for Chapter 11 bankruptcy protection in June 2001, during that period it turned once again to its innovation and creative spirit, poising itself for significant growth and a turnaround of the brand. In true Frederick’s style, the company has experienced positive sales and brand development since emerging from bankruptcy protection in December 2002.Frederick’s innovation, plus its 175 retail stores, highly successful catalog and Internet sales channels, have led the company to become one of the 25 most recognized brand names in the world.