Megan Fox is the new co-owner of an iconic lingerie line
Frą¼ederickās of Hollywood is naughty ā and nice now.
The lingerie company, which was bouš ght out of bankruptcy after closing all of its stores last year, has inked a deal with āTransformersā star Megan Fox to be a co-owner and brand ambassador. Terms werenāt disclosed.
Long known for pš ush-up bras, garter belts and teddies, Frederickās will soon hawk activewear, apparel with sports team logos, a mom-friendly collection designed by Fox ā and even a line of ą²menās underwear, called Fred.
Authentic Brands Group, the licensing firm that bought the company for $22 million, ācleaned Frederickās up a lot over the past year,ā said Chief Executive Jamie SašÆlter.
Foxās line is described ź¦as āsexy comfortā with āfuller coverage,ā but the risquĆ© garments the brand is famous for wonāt go away.
āThereās a clientele for thšose items, but thereās also now something for the everyday woman who goes to work and is a mom,ā Salter said.
Frederickās will also offer leggings,į£ ź¦¬sports bras and other workout gear and cater to the growing market for menās underwear.
The plan to revive the brand includes brick-and-mortar stores in the Middle East, whereš½ ABG signed a deal with a partner to open 30 stores over the next couple of years, and in the US within a year.
Founded by Frederick Mellinger in 1946, Frederickās was the biggest player in lingerie for decades until Victoriaās Secret arrivedš on the scene in the 1980s.
āI donāt think people have paid attention to Frederickās for a while now,ā said Cāora Harrington, founder of fashion blog Lingerie Addict.