Skip to content

Search

Fredericks of Hollywood

Frederick’s of Hollywood was established in 1946 by Frederick Mellinger. His first store was opened in 1947 on Hollywood Boulevard, and he also sold by mail order. Mellinger intended to bring a sexier look to American lingerie, somewhat along the lines of what he had seen in Europe during the war. His association with Hollywood boosted the image of the company, which in the 1940s was responsible for such lingerie innovations as the padded and push-up bras.

Throughout the 1950s and 1960s, Fredericks placed ads in the backs of magazines, and mail order was a very large part of the business. During the 1980s, a move was made to downplay the overtly sexy look of the advertising and the lingerie itself, as Frederick’s went mainstream and opened up in shopping malls across America.

Written by fuzzylizzie

from a late 1940s dress - Courtesy of mags_rags

from a late 1940s dress

Courtesy of MagsRags

from a late 1940s suit - Courtesy of bonton

from a late 1940s suit

Courtesy of bonton

from a late 1950s dress - Courtesy of linenladee

from a late 1950s dress

Courtesy of linenladee

from a 1970s maxi dress - Courtesy of aprizeeverytime

from a 1970s maxi dress

Courtesy of aprizeeverytime

from a 1970s jumpsuit - Courtesy of Ranch Queen Vintage

from a 1970s jumpsuit

Courtesy of Ranch Queen Vintage

from a 1970s lace catsuit - Courtesy of JHaley Knight

from a 1970s lace catsuit

Courtesy of JHaley Knight

from an early 1980s leotard - Courtesy of trickvintage

from an early 1980s leotard

Courtesy of trickvintage

from a 1980s dress - Courtesy of pinupdresses

from a 1980s dress

Courtesy of pinupdresses

from a 1994 dress - Courtesy of lsmouz

from a 1994 dress

Courtesy of lsmouz

from a 1995 dress - Courtesy of lsmouz

from a 1995 dress

Courtesy of lsmouz

from a 2000 corset - Courtesy of lsmouz

from a 2000 corset

Courtesy of lsmouz

from a late 1940s dress

Courtesy of mags_rags

from a late 1940s suit

Courtesy of bonton

from a late 1950s dress

Courtesy of linenladee

from a 1970s maxi dress

Courtesy of aprizeeverytime

from a 1970s jumpsuit

Courtesy of Ranch Queen Vintage

from a 1970s lace catsuit

Courtesy of JHaley Knight

from an early 1980s leotard

Courtesy of trickvintage

from a 1980s dress

Courtesy of pinupdresses

from a 1994 dress

Courtesy of lsmouz

from a 1995 dress

Courtesy of lsmouz

from a 2000 corset

Courtesy of lsmouz