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  • Nick Monjo

ABG Helping To Shape The Frederick’s Image

Frederick’s of Hollywood is debuting its spring 2020 lingerie collection on Tuesday with a series of striking photos produced and released in a publicity campaign by the brand owner, Authentic Brand Group (ABG).

The images — shot in a Harlem laundromat — are dramatic and different from the standard FOH images offered in recent years. And the campaign is notable in that it seems to indicate that ABG has decided to take a more direct and active role in supporting the Frederick’s of Hollywood brand.

FOH lingerie, swimwear and related products are sold to consumers through a web store operated, under a licensing arrangement, by Naked Brand Group Limited.

Frederick’s, which had been operating stores as well as an online platform, declared bankruptcy in early 2015, and was acquired by ABG later that year. At the time ABG announced it had licensed the brand to Bendon Group for intimate apparel and swimwear. New Zealand-based Bendon later merged with Naked Brand Group, and the combined entity continued on under the Naked name. Naked has suffered a series of annual losses in recent years.

Back in the summer of 2015 ABG stated in a release that it was going to “launch a new brand vision” for Frederick’s of Hollywood. In addition to Naked selling lingerie and related items online, ABG said it was going to offer the brand in other retail channels, “expand product categories and drive distribution across department stores and specialty retailers in key markets including North America, Europe, Asia, South America and Latin America.”

Before the bankruptcy, Frederick’s had licensing agreements in place with a handful of companies including Mystery House Costumes, Roffe Accessories, Lady Sandra Home Fashions and others.

According to the current ABG press release, the new campaign was shot by James Macari “as a nod to the vintage Frederick catalogues. Macari was brought on this campaign to capture the juxtaposition of Frederick’s sex appeal and the laundromat’s grittiness.” It added that teddies, babydolls, lace bodysuits, and bras were photographed on “Dutch supermodel Bregje Heinen” who “embodies the Frederick’s woman who is not afraid to express her sexuality, be playful, provocative, and feel empowered. Heinen delivers attitude and glamour in these smoldering shots.”

Frederick’s was founded by Frederick Mellinger in 1947 and suffered its first of two bankruptcies in 2001. — NM


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