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The Seduction by Frederick's of Hollywood Collection

frederick's of hollywood ruffled lace apron

For the past few years, Frederick's of Hollywood has had a bit of trouble finding their footing in the lingerie industry. Not quite Victoria's Secret, but not a Babeland or a Journelle either, Frederick's has struggled to convince customers why exactly they should shop at their stores... resulting in record deficits for this company (as well as a few failed attempts to sell it). That inability to differentiate themselves in an increasingly crowded market (after all, they're not the only players in the cheap lingerie sphere) is a shame when you consider Frederick's storied history. If you've ever seen a a vintage of Frederick's of Hollywood catalog, then you know they used to be amazing.

As a lingerie shopper and a lingerie writer, I admt to feeling a bit bewildered myself when Frederick's abandoned successful and unique initiatives, like their vintage-inspired ICON collection from a few years ago, in favor of still more cheap lace babydolls and teddies. While the Frederick's of today isn't all crotchless thongs and bodystockings (which is what I remember from the F of H catalogs I snuck a peek at as an adolescent), neither do they represent sinfully seductive glamour anymore either. I believe the "Seduction by Frederick's of Hollywood" lookbook is a definite step in the right direction (it's shot like an actual editorial spread... yay!), but I do wonder if this label will be able to bounce back into fashion-forward relevancy... or if they're doomed to malinger and eventually fade away.

What do you think of the collection? And have you shopped at Frederick's recently?

frederick's of hollywood ruched lace teddy

frederick's of hollywood burnout leopard teddy

frederick's of hollywood split lace cup chemise

frederick's of hollywood burnout leopard chemise

frederick's of hollywood caged mesh cutout chemise

frederick's of hollywood sheer shelf bra babydoll

frederick's of hollywood eyelash lace babydoll

frederick's of hollywood velvet piped teddy

frederick's of hollywood eyelash lace garter tank

frederick's of hollywood strappy lace halter teddy

frederick's of hollywood point d'esprit teddy

frederick's of hollywood velvet piped half slip

frederick's of hollywood banded lace chemise

Cora Harrington

Founder and Editor in Chief of The Lingerie Addict. Author of In Intimate Detail: How to Choose, Wear, and Love Lingerie. I believe lingerie is fashion too, and that everyone who wants it deserves gorgeous lingerie.