Frederick’s of Hollywood is working hard to bounce back from its financial woes of a few years ago, hoping to reclaim its former status as one of America’s leading lingerie retailers.
The new FOH isn’t the celebrity magnet it once was, and it’s not really a Hollywood glamour label anymore. Instead, it has reemerged as a young adult fashion brand that is very trend-conscious and relatively easy on the pocketbook.
Their spring 2011 lookbook reveals a lot of the new energy and creativity behind FOH, offering lots of playful lingerie pieces in bright lacey prints and adorned with feathers, stones and other frills.
A good example is the Rock-n-Roll collection shown above and below, a mostly-black range of six pieces that convey a bad-rock-girl image by using very modern strappy lines, see-through power mesh and other sleek, racy materials.
These pieces are meant to work as outerwear separates as well. In particular, the Fishbone bustier (upper left) is meant to be shown off and works well with jeans or under a jacket. Next time you really want to get noticed on the dance floor — or backstage at Kings of Leon concert — this could be the can’t-miss item in your wardrobe.
There’s also a versatile fishnet halter bra and, for a real glam look, a tight pink chemise made from stretch satin with fishnet side panels.
The Rock-n-Roll collection is part of FOH’s Seduction line, which was introduced a couple of years ago to showcase lingerie with a more obviously erotic appeal. Seems to be working!
It may sound strange, but Frederick’s — which still has its flagship store in Hollywood — is starting to look like one of those new kids on the fashion block that you want to keep your eye on. You can see lots more from FOH’s spring collection over at their website.