Frederick’s of Hollywood was founded in 1946 during the Pinup era. It has remained one of the most iconic and recognized businesses in the world, known for its playful expression and antics. Frederick’s was bought in 2015 by Authentic Brands Group. Today, it’s trying to revamp the brand to make it more mainstream and appealing to a wider customer base. That doesn’t mean the raciness is gone, but there is more romance now.

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