Frederick's of Hollywood
Hollywood lingerie pioneer by Frederick Mellinger. 1950s-60s tags show playful cursive script with a star over the 'f' in Frederick's; 1970s-80s add sub-categories; 1990s-2000s modernize while retaining the star logo.
- Origin
- USA
- Founded
- 1946
- Category
- Designer & Casual
- Documented eras
- 6
How Frederick's of Hollywood labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1946–1959
1950s Founding Star-Logo Tags
Frederick Mellinger opened on Hollywood Boulevard after moving from a New York loft. The founding-era tags establish the playful star-over-'f' logo.
- Playful cursive 'Frederick's of Hollywood' script.
- Star prominently above the 'f' in Frederick's.
- Hollywood glamour aesthetic.
- 'Hollywood' in a whimsical complementary font.
How to spot it
Star over 'f' + 'Hollywood Boulevard' notation = 1950s founding era.
Value signal
Very high — 1950s Frederick's are rare and reflect founding Hollywood glamour.
1960–1969
1960s Expansion Era Tags
Frederick's expanded nationally through the 1960s. The star logo is consistent; the Lingerie Museum on Hollywood Boulevard was established in this era.
- Consistent star-over-'f' cursive logo.
- Growing sub-categories on labels.
- Hollywood Museum-era branding.
How to spot it
Star-over-'f' with 1960s garment construction = expansion era.
Value signal
High — 1960s Frederick's with early expansion pieces.
1970–1979
1970s Catalog Dominance Tags
By the 1970s, Frederick's was a dominant mail-order catalog brand with over 200 stores. Tags may add sub-category designations.
- Star-over-'f' logo retained.
- Sub-category tags for different lingerie lines.
- Mail-order catalog era branding.
How to spot it
Star logo + sub-category text = 1970s catalog-dominance era.
Value signal
High — 1970s at brand's commercial peak.
1980–1989
1980s Pre-Victoria's Secret Competition Tags
The 1980s saw Frederick's facing new competition from Victoria's Secret. Tags retain the star logo but the brand updates its aesthetic.
- Updated star-logo version.
- Modernized tag design.
- 200+ stores at the brand's physical peak.
How to spot it
Modernized star logo = 1980s Victoria's-Secret competition era.
Value signal
Moderate to high — 1980s peak physical retail era.
1990–1999
1990s Tags
Despite competition, Frederick's maintained its bold identity through the 1990s. Tags continue with the signature logo in an updated format.
- Updated star logo format.
- Bold Hollywood branding retained.
- Pre-bankruptcy filing era.
How to spot it
1990s tag format with star logo = pre-first-bankruptcy era.
Value signal
Moderate.
2000–2014
2000s–2014 Online Transition Tags
Multiple bankruptcies and a shift to online-only in 2015 mark this era. 2000s tags are the final physical-store era before full digitization.
- Contemporary star logo.
- Modern care label format.
- Pre-online-only transition.
How to spot it
Modern tag without physical store closure marks = 2000s–2014.
Value signal
Low to moderate.