Pierce Mattie Public Relations New York & Los Angeles

Fashion Wire Daily announced that A-list stylists, Christina Ehrlich and Estee Stanley will be designing a new collection for Frederick’s of Hollywood. Supposedly the collection is going to be conservative. Well, compared to the current Fredericks lingerie. This is the first time the company works with outside collaborators in 60 years. Frederick’s communications director said “Hollywood is part of our culture and heritage and we wanted to continue our tradition of working in Hollywood with celebrities, so it seemed like the right time and [Ehrlich and Stanley] in particular are the right people for this project.” The collection is slated to be in stores by Holiday 2006.

I suppose it is a good idea for the retailer, but I am wondering if they are trying to be the next Victoria’s Secret. Will consumers really turn their back on Vicky’s to purchase this new, sophisticated, more lady like collection? Personally, I think I’ll stick to Fredericks for the fun, kinky stuff!