What’s hot in Hollywood
Liquid 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 era
Although 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.
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