Lingerie company Frederick’s of Hollywood has launched a new luxury brand if intimates and sleepwear, titled Harriet, in an attempt to revamp its image.
Harriet is named after the late founder’s sweetheart and future wife, to whom he reportedly sent love letters throughout World War II.
The collection will see the company return to it more risqué origins, when Frederick Mellinger founded the company in 1946.
It will pay tribute to the black silk lingerie that Mellinger designed will writing letters to his wife in the forties.
Harriet pieces will range in price from $29 for a thong, to $159 for a corset.
The line will be available exclusively online, through a new dedicated site called harriett.com, as well as at the Frederick’s of Hollywood flagship store in Los Angeles.
Originally started as a mail order company, Frederick’s of Hollywood was started to provide the women of America with aspirational, affordable lingerie – the likes of which Mellinger had seen during his time in France.
Over the years, critics have claimed the company’s image has become slighty dated and ‘tacky’, with celebrity models including Paris Hilton and Pamela Anderson leading to a drop of profits.
The hope is that the Harriet label will inject a new lease of life into the company and bring it back to the original concept for the company: affordable luxury.