Frederick's Signs Licensing Deal With Celebrity Stylists
It’s a first for Frederick’s of Hollywood.
The venerable lingerie label has signed an exclusive licensing agreement with celebrity stylists and designers Cristina Ehrlich and Estee Stanley to produce a line of specialty lingerie with Frederick’s in-house design team.
Frederick’s business agreement with the designers/stylists is the first licensing deal in the lingerie company’s 60-year history.
Yolanda Dunbar, Frederick’s senior vice president of marketing, said she was confident in the company’s choice to work with Ehrlich and Stanley due to the duo’s diverse celebrity clientele, which includes actresses Penelope Cruz, Demi Moore, Mandy Moore, Mary Kate Olsen, Ashley Olsen and Eva Mendes.
“It’s beyond the styling part of it,” said Dunbar, referring to Miss Davenporte, the clothing line designed by Ehrlich and Stanley. “They have design credibility.”
Frederick’s has been trying to overhaul its image since emerging from Chapter 11 bankruptcy protection in 2003. A new Frederick’s of Hollywood flagship store on Hollywood Boulevard is one of the many steps Chief Executive Officer Linda LoRe has taken to elevate the brand’s image since she took over in 1999.
“We want to be on the forefront of what’s happening,” Dunbar said. “In Hollywood, it’s all about the red carpet. We’ve partnered with people that make celebrities look great on the red carpet, so it’s part of the refocus on our Hollywood heritage.”
Frederick’s was hushed about the line’s specific design details, but Jennifer Lowitz, a Frederick’s spokesperson, said the line would be “new to the market” and draw upon the stylists’ expertise in “working with lingerie to get women dressed.”
The lingerie is scheduled to hit the company’s stores, online site and catalog in December, just in time for the holiday season.
—Rhea Cortado
