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After opening the first store on Hollywood Boulevard and introducing black lingerie to the United States, the company became an instant smash with many a glamorous Hollywood actress—the ones American women worshipped as their style icons. It wasn't long before the company would revolutionize the future of fashion.
More than a few of today's lingerie essentials were born at Frederick's. "The Rising Star"—the world's first push-up bra, was launched in the early 1950s to great success, and today is emulated by intimate apparel manufacturers around the world.
A key factor to Frederick's incredible longevity has been the emphasis on women looking and feeling desirable for themselves. Women of all backgrounds, sizes, ages and tastes choose Frederick's for their lingerie needs, from everyday underwear to those special occasion styles.
More than 65 years later, Frederick's of Hollywood is still a leading trendsetter in intimate apparel and has earned a renowned reputation for flattering women of all sizes with its unique take on affordable luxuries accented with a Hollywood flair.
Today, a dynamic team of executives leads the company's retail and direct channels.
Frederick's remarkable legacy and its unique innovations have led the company to become one of the most recognized brand names in the world.