Once thought of as a washed up, outdated brand, Frederick’s of Hollywood surges forward with $20M in capital and a stronger tie to La-La-Land

By Paul Miller

It’s just the latest turn in the typical Hollywood roller-coaster ride that Frederick’s has taken over the years. “But the brand has so much viability in that, regardless of what’s happened economically to the company, the brand has withstood the test of time,” LoRe says. “The company would’ve collapsed under its own weight if not for such a strong brand with a strong message to consumers.”