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Sultry Legends from Frederick's of Hollywood

by Sofroina Timmons

Frederick Mellinger, founder and creator of Frederick's of Hollywood believed in 1946 that when women felt their sexiest they were wearing lingerie. Frederick's of Hollywood defined sexy and continues to revolutionize sexy. Mellinger is responsible for the first push up bra in the 1950's known as the The Rising Star and the thong, which was introduced in 1981 making it the problem solver for invisible panty lines.

Frederick's of Hollywood remains the most sought after lingerie and other innovations in the brand's history include: Front-hook bras, bras with shoulder pads, padded girdles, body shapers, and colorful fashion bustier. Its 132 retail stores and a highly successful catalog and Internet sales channels have led this New Era company to become one of the 25 most recognized brand names in the world.

With that said, here are some of the new legends on the block since 1998: Liquid Lift Collection; Hollywood Exxtreme Cleavage Bra; and the Premiere Line by Frederick's of Hollywood which embodies the Old Hollywood red carpet ready styles created by designers Cristina Ehrlich and Estee Stanley.

How do you remain competitive in this market?
Our trend team works round the clock, tapping into style across the globe so Frederick's always remains on the cutting edge of fashion.

What was the inspiration for your newest collection?
Metal and Hardware were key inspiration points for the summer 2011 collection.

What era in fashion does your collection most resemble?
Previously, Fredericks was all about Old Hollywood Glamour but we have refocused our demographic to embody today's modern, young Hollywood.

What do you think are the biggest trends in lingerie right now?
With Mad Men being all the rage right now, retro inspired pieces are currently huge in lingerie.

What's next for Frederick's of Hollywood?
Frederick's is really excited about the white hot summer 2011 collection.

What is one thing about Frederick's of Hollywood that you would love the consumer to know?
Frederick's is the fearless, sexy, best friend you've always wanted.

Where can Frederick's of Hollywood be purchased?
Customers can shop online at www.fredericks.com, through our catalog, or at any one of our 132 retail stores nationwide. Prices range anywhere from panties at $6 to corsets at $60.

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