Frederick's of Hollywood

Frederick's of Hollywood is America's iconic lingerie brand, founded in 1947 by Frederick Mellinger and known as the pioneer of American lingerie culture that introduced push-up bras, padded bras, and provocative intimate apparel to mainstream consumers decades before Victoria's Secret existed. The brand carries lingerie, bras, panties, bodysuits, corsets, hosiery, and sleepwear with a consistently fashion-forward, body-confident aesthetic.

The brand is positioned in the fashion-forward lingerie segment, with styles that emphasize confidence and femininity. Their bra and panty sets, babydolls, corsets, and novelty intimate apparel appeal to customers who want lingerie with personality rather than understated basics.

Frederick's of Hollywood runs aggressive promotional events with 40–60% off site-wide sales that represent their effective selling price rather than full retail. The Rewards program provides additional points toward savings, and their email list delivers frequent promo codes that make buying at full price unnecessary.