Meet Harriett – the sexy new lingerie line inspired by WWII love letters …

September 10, 2012 by admin
Filed under Latest Lingerie News

By
Olivia Fleming

PUBLISHED:

12:42 EST, 10 September 2012

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UPDATED:

12:42 EST, 10 September 2012

The iconic lingerie company Frederick’s of Hollywood is launching a new luxury brand of intimates and sleepwear called Harriett, in a bid to revamp its image.

Named after the late founder’s sweetheart and future wife, Harriett, who he wrote love letters to throughout World War II, the new line will see the brand return to its sexy and risque origins when Frederick Mellinger started the company in 1946.

The collection of upscale silks, satins and laces will pay homage to the luxe black lingerie Mr Mellinger originally designed over letters to his wife, inspired by the Forties era of Hollywood glamour.

Harriett: Frederick¿s of Hollywood is revamping its tired image with a new luxury brand of lingerie named after the founder’s wife

When Mr Mellinger opened Frederick’s Fifth Avenue in New York in 1946, it was a mail-order business selling products that his World War II Army friends told him their girlfriends would like.

He designed brassieres with names like ”Rising Star’ and ‘Cadillac,’ where Tracy McCourt, Frederick’s chief marketing officer, explained too WWD that it all started in France when the designer he was inspired
by French women in their naughty black lingerie.

‘During that time he
was writing love letters to Harriett and describing his design ideas
with drawings. He wanted to design lingerie that was more aspirational
for American women, Ms McCourt explained.

‘Harriett wrote him back and said, “If you can make
me look like that, you will become a millionaire.”‘

Risque new image: Named after the late designer's sweetheart and future wife, Harriett, who he wrote love letters to throughout World War II, the new line will see the brand return to its more sexy origins

Risque new image: Named after the late designer’s sweetheart and future wife, Harriett, who he wrote love letters to throughout World War II, the new line will see the brand return to its more sexy origins

Va va voom: The collection of upscale silks, satins and laces will pay homage to the luxe black lingerie Mr Mellinger originally designed over letters to his wife, inspired by the Forties era of Hollywood Glamour

Although Mr Fredrick has been credited with ‘revolutionizing lingerie in America,’ by making glamorous lingerie at a time when other designers were making traditional and ‘boring’ lingerie, some of the brand’s fare has appeared dated and tacky in recent years, rather than risque.

Celebrity models for the line included Paris Hilton and Pamela Anderson, and profits began to drop.

By using the late designer’s own relationship, described as a ‘big love story’ set in the heart of
Hollywood glamour by Ms McCourt, the Harriett collection is set to be
the company’s entry into ‘accessible luxury’.

Forties glamour: The Harriett collection will be expanded to include ready-to-wear and high-end accessories, like handbags for the holiday season, as well as intimates and sleepwear

New line, new look: The Harriett collection is set to be the company’s entry into ‘accessible luxury’

Silks and lace: Harriett will range in price from $29 for a thong, to $159 for a corset

Ranging in price from $29 for a thong, to $159 for a corset, the line will be sold exclusively online on a new
dedicated site called harriett.com, as well as at the Frederick’s of Hollywood
flagship in Los Angeles.

Ms McCourt said: ”We took a look at what was going on in the business and looked at
opportunities to increase exposure to new customers and reposition the
brand’s image to a broader population.’

She added that the Harriett collection will be expanded to include
ready-to-wear and high-end accessories including handbags for the
holiday season.