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Frederick's of Hollywood History
By lvnaughtypanties on March 9, 2014
In 1946, when Frederick Mellinger started his mail order company for lingerie, it is unlikely he imagined that over sixty years later, his company would own over 200 stores operating in the US, together with the mail order business accounting for some 47 percent of revenues, and distributing as many as fifty million catalogues per year. When Frederick Mellinger returned 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 stir 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. Some of the lingerie worn by the 1950s pin-up and bondage model Bettie Page was from Frederick's of Hollywood. 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. During the fifties, Mellinger marketed his lingerie in both men's and women's magazines, a strategy which proved very successful. Many of Mellinger's achievements were owed to his understanding of women, and the fact that lingerie could make women feel beautiful. This, together with the association he had made with the glamorous Hollywood movies of the time, led fashion conscious women to seek out his pointed, cone stitched bras, sold under brand names such as Missiles, in their droves. Frederick's of Hollywood had become a trendsetter. In the sixties, the "Cadillac" bra was launched, and soon became the company's bestseller. Other innovations included the front hook bra, bras with shoulder pads, padded girdles, and body shapers. It was Frederick's who introduced the thong to American women in 1981. The thong became one of fastest selling items around the world. Mellinger always had an aptitude for picking up celebrities to work with as models. Pamela Anderson for example, appeared in his lingerie catalogues and later landed a role in Baywatch. In 1989, Frederick opened the world's first Lingerie Museum to huge success. By the nineties, Frederick's was extremely successful, it continued with its lingerie innovations introducing the Water Bra and the Hollywood Kiss with its "wishbone" construction. Frederick's had also expanded its range to include dresses, sportswear, swimwear, hosiery, and accessories to name but a few. Frederick Mellinger retired in 1984, and died in 1990, but the company was positioned to provide the lingerie market with original and innovative lingerie items and continue to satisfy women's unchanging desire for sensual lingerie.

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