April 21, 2015

Frederick's of Hollywood Will Tease Us No More

Say it aint' so. Frederick's of Hollywood filing for bankruptcy. How very sad...Blame Victoria's Secret? However, whoever, it's a sad day. Frederick's of Hollywood set the standard in sleaze, and sexy lingerie.

You may enjoy my previous articles on Frederick's of Hollywood here and here
With fond memories of when I was around 12 years old, going to my girlfriend's house, and her Mom had her catalogs stacked up on the coffee table. We would take them, go in her room and pour over page after page giggling at the semi-nude figures under the sheer chiffon's of these glorious gowns.

I have heard of soldiers whose in the Army during the Korean War would subscribe to the catalog because the Army wouldn't allow subscriptions to what Lenny Bruce called "stroke books" - they wouldn't deliver them to the solders!

A bit of history about Frederick's of Hollywood.

In 1946 Frederick Mellinger started his mail order company for lingerie, leading up to owning 200 stores operating in the United States!

Returning from WWII in 1946, he brought with him the idea of selling a sensuous and sophisticated European style of lingerie to American women. When good girls wore white cotton panties, Frederick caused a hullabaloo with his raunchy black panties, bras, and nightgowns.

With only a limited success in New York, Mellinger moved to Hollywood a year later and renamed his company "Frederick's of Hollywood". His sexy lingerie was an instant smash with the Hollywood's film stars, complementing their glamorous lifestyle and image of the time.

Frederick's of Hollywood launched a constant stream of new and pioneering products, from the first padded bra in 1947 to the "Rising Star," the world's first push-up bra 1948.



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