Frederick's Of Hollywood | 09/21/16

ABG and Megan Fox Partner on Frederick’s Of Hollywood

An all new campaign, collection, and collaboration roll-out in 2017

Authentic Brands Group (ABG) today announces a strategic partnership with Megan Fox for the iconic lingerie brand, Frederick’s of Hollywood™. Through this unique partnership, Fox signs on as a co-owner, brand stakeholder, collaborator and global ambassador. This is the first partnership of its kind since ABG acquired Frederick’s of Hollywood in June 2015.

“Frederick’s of Hollywood is an American original and an iconic lingerie brand, known for its avant-garde, innovative designs and notable influence on pop culture,” said Fox. “I look forward to partnering with the ABG team to reintroduce this legacy brand to an expanded global audience through new creative and a revitalized approach to sexy lingerie.”

Coming on as a designer and stakeholder, Megan Fox will collaborate with ABG on the development of Frederick’s of Hollywood product categories, retail distribution and marketing, as well as act as the designated global brand ambassador. The partnership gets underway this fall with Fox as the face of the Frederick’s of Hollywood Spring 2017 campaign, set to premier in February of next year across print, digital and social media channels. The first Frederick’s of Hollywood x Megan Fox capsule collection of intimate apparel will capture Fox’s allure, charm and style and will make its debut in Holiday 2017.

“Megan Fox is the embodiment of confidence and glamour,” said Nick Woodhouse, President and CMO, ABG, owner of the Frederick’s of Hollywood brand. “With a distinct point-of-view and industry savvy, combined with an enormous global following, Megan is the perfect partner with whom to relaunch the brand.”

Megan Fox is a globally recognized household name whose total box office revenue has amassed over $2.406 Billion worldwide. Her notable credits as an actress include the Billion dollar franchise, TRANSFORMERS, TEENAGE MUTANT NINJA TURTLES, Judd Apatow’s THIS IS 40 and JENNIFER’S BODY, which made its world premiere at the Toronto Film Festival.

Fox is currently starring in the Emmy nominated series, NEW GIRL, opposite Zoe Deschanel. Fox’s Facebook fan page is ranked #1 for top non-singer females in the world with over 50.6 Million Fans. She has been the worldwide face of Armani and Avon and has graced the covers of fashion magazines Vanity Fair, Women Wear Daily (WWD), Interview, Elle, GQ, among others.

ABG is expanding the Frederick’s of Hollywood brand architecture to grow its footprint with additional lifestyle categories. In addition to the Frederick’s of Hollywood x Megan Fox capsule, three all-new lines will launch in 2017 including a collection of provocative lingerie and intimates, romantic loungewear and fashion-inspired activewear.

For more information visit Fredericks.com.

Check out the exclusive on WWD.com.