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VIDEOMall Brands: Frederick's of Hollywood
The company that made Victoria's Secret seem downright tame.
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Perhaps that’s why it’s proven so adept at embarrassing, titillating, and otherwise seducing unwitting mall-walkers for so many years -- the average vinyl bustier or pearl-and-lace G-string available at Frederick’s makes Victoria’s Secret (LTD) look downright tame.
But then, the company has always been a pioneer: Founded by Frederick Mellinger in 1946, it wasted no time in bringing us the world's first push-up bra in 1948, named the "Rising Star." In case you had any doubts about what it was for, it came with a helpful instruction card: "You cup your breasts IN, arrange them UP, and SNAP." Women winced -- but they bought thousands of both the Rising Star and a cone-stitched model with military uplift. Brand name: the "Missile."
It was in that same decade that the infamous Frederick’s of Hollywood catalogue was introduced. One of its first slogans: Put Your Breasts on a Shelf.
And in the 1970s, though bra-burning was spreading across the country like wildfire (in a manner of speaking), Mellinger was unperturbed, saying, "The law of gravity will win out."
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