Business

Megan Fox is the new co-owner of an iconic lingerie line

Frą¼’ederickā€™s of Hollywood is naughty ā€” and nice now.

The lingerie company, which was boušŸŒ ght out of bankruptcy after closing all of its stores last year, has inked a deal with ā€œTransformersā€ star Megan Fox to be a co-owner and brand ambassador. Terms werenā€™t disclosed.

Long known for pšŸ ush-up bras, garter belts and teddies, Frederickā€™s will soon hawk activewear, apparel with sports team logos, a mom-friendly collection designed by Fox ā€” and even a line of ą²Œmenā€™s underwear, called Fred.

Authentic Brands Group, the licensing firm that bought the company for $22 million, ā€œcleaned Frederickā€™s up a lot over the past year,ā€ said Chief Executive Jamie SašŸ”Ælter.

Foxā€™s line is described ź¦šas ā€œsexy comfortā€ with ā€œfuller coverage,ā€ but the risquĆ© garments the brand is famous for wonā€™t go away.

ā€œThereā€™s a clientele for thšŸƒose items, but thereā€™s also now something for the everyday woman who goes to work and is a mom,ā€ Salter said.

Frederickā€™s will also offer leggings,į€£ ź¦¬sports bras and other workout gear and cater to the growing market for menā€™s underwear.

The plan to revive the brand includes brick-and-mortar stores in the Middle East, wherešŸ½ 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, Frederickā€™s was the biggest player in lingerie for decades until Victoriaā€™s Secret arrivedš’ƒ on the scene in the 1980s.

ā€œI donā€™t think people have paid attention to Frederickā€™s for a while now,ā€ said Cā™Œora Harrington, founder of fashion blog Lingerie Addict.