Megan Fox has been announced as the new brand ambassador for Frederick’s of Hollywood. Can the actress help revive the struggling lingerie brand that has been upstaged by its competitor, Victoria’s Secret?
Frederick’s of Hollywood hired Megan Fox as its new co-owner and spokesperson. The brand used to rule the lingerie industry until it was bought out last year after the company declared bankruptcy and shut down its stores nationwide. Now, Fox has signed on to help bring some much-needed young sex appeal to the company, according to a new report via the New York Post .
Frederick’s of Hollywood has been known for selling risque lingerie and men’s undergarments. Now, the company is desperate to revamp its image. Sexy lingerie will still be a huge part of the brand, but it won’t be the only offerings, according to Jamie Salter, chief executive of the firm that bought out Frederick’s.
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“There’s a clientele for those items, but there’s also now something for the everyday woman who goes to work and is a mom,” Salter revealed.
The company wants to include more clothing that’s more than sexy nightclub dresses that it usually sells. The company also hopes to include more loungewear and activewear options, kind of like Victoria’s Secret’s latest plans. Fox won’t just be working behind the scenes either. She will also have her own line in stores that will feature “sexy comfort” with “fuller coverage” bras and underwear. Frederick’s plans to offer leggings, sports bras, and other workout gear, and wants to expand the growing market for men’s underwear. Fox released a statement exclaiming her excitement to work with the brand.
“Frederick’s of Hollywood is an American original and an iconic lingerie brand, known for its avant-garde, innovative designs and notable influence on pop culture. I look forward to partnering with the ABG team to reintroduce this legacy brand to an expanded global audience through new creative and a revitalized approach to sexy lingerie.”
New York-based Authentic Brands Group is the licensing firm that bought out Frederick’s for $22 million last year, just as the struggling company was filing for bankruptcy protection. ABG’s selling strategy isn’t clear as of yet, according to the New York Business Journal . The firm has plans to distribute brands through retail partners and revealed in a press release that they plan to work with Fox on “retail distribution” as well as developing both product categories and marketing.
The company’s partnership with Fox is still underwear as Fox will start to appear as the new face of Frederick’s of Hollywood Spring 2017 campaign. The campaign is set to premiere in February 2017 in digital, print, and social media campaigns. Meanwhile, the Frederick’s of Hollywood X Megan Fox capsule collection will launch around the 2017 holiday season.
Founded by Frederick Mellinger in 1946, Frederick’s was a key player in the lingerie industry for decades until Victoria’s Secret arrived onto the scene in the 1980s and grew in popularity by the late ’90s.
Fox, who currently co-stars in the Fox series New Girl , has appeared in countless blockbuster movies such as Transformers , Teenage Mutant Ninja Turtles , and Jennifer’s Body . In an interview on Wednesday, Sept. 21, Fox told WWD that she previously felt “reluctant” about working with major brands in the past. Now, she’s hoping that she can help revitalize the company.
“I’ve been reluctant in the past to work with brands because there’s a lot of politics behind it and it’s a big deal to lend your name and image to something. But by offering me ownership in the company and some creative say, it gives me an opportunity to be passionate about what I’m promoting.”
Fox was also named as “Earth’s hottest girl” by Maxim in the past. She has previously been the face for Armani Jeans, Giorgio Armani Beauty, Emporio Armani Underwear, Avon, and Sharper Image. But this will be the first time that Fox will work as designer, model, and face of a major company.
[Featured Image by Frazer Harrison/Getty Images]
