REVEALED WINTER 2024 - Magazine - Page 30
Frederick’s of Hollywood’s
Candice Cuoco:
Pushing a Heritage Brand
Outside the Lines
Ever yone above a certain age has a
memory of Frederick's of Hollywood.
Maybe it's the ads or catalogs. Wearing
the lingerie for a special occasion. A lucky
few remember shopping at the brand's
iconic Holly wood Boulevard location.
That's what being a heritage brand for
over 70 years gets you.
Frederick Mellinger, known as Mr.
Frederick, brought his lingerie business
from New York to Hollywood Boulevard in
1946 to create "Frederick's of Hollywood,"
according to the company histor y.
Catering to the glamour of the film
business, the brand attracted Marilyn
Monroe, Bettie Page, Jayne Mans昀椀eld and
more as clients. And the company grew
from that foothold.
Though Mellinger passed away in 1990,
Cuoco discussed the turn of events and her plans for Frederick's with
Revealed's Lisa Marsh.
the iconic brand he created lived on, but
times and the business changed. In 2015,
Authentic Brands Group, LLC bought
Frederick's of Hollywood, and it joined
other heritage brands, including Brooks
Brothers, Judith Leiber and Juicy Couture.
Looking for a new direction, ABG
appointed designer Candice Cuoco
as Vice-President, Creative Director
in mid-2023. A two-decade industry
veteran, Cuoco's talents have been
lauded on Bravo's Project Runway and
its All-Stars with her designs worn by
Lady Gaga, Nicki Minaj and Doja Cat.
R E V E A L E D - THE W INTE R IS SUE #10
What's it like being handed the reigns to a heritage
company?
CC: To be honest, humbling. I had a sense of very clear vision and con昀椀dence and
also doubt which is normal for me. You have 76 years of reputation to uphold. I
leaned into the romance of it all — hard. That's how I work.
What it means and what it stands for is relative to each person. There is a deep
nostalgia for the brand that I love. You meet people, and they want to tell you
about their '昀椀rst time' with Frederick's. It's all very intimate. My gynecologist told
me how she used to steal panties from Frederick's because her mom wouldn't let
her shop there. Couples have told me they shop together for their intimate and
memorable moments. Lawyers have told me they wear it under their suits. The
stories are powerful, and the lingerie is intimate. I am humbled to be a part of
this legacy and future.
