LOS ANGELES — Frederick's of Hollywood hopes its new Premiere Line will be as successful as other company innovations such as the push-up bra, the thong and black lingerie.
Seeking to give the line a nudge along that path, president and chief executive officer Linda LoRe, along with star stylists Estee Stanley and Cristina Ehrlich — who designed the label and have signed to be Frederick's licensing partners — were hosts at a dinner Wednesday night for famous clients and other Hollywood types at Lucques restaurant here.
Jessica Biel, Nicole Richie and Paris Hilton, all clients of the stylist duo, joined Eva Mendes, Ivana Milicevic, Guinivere Van Seenus, Shiva Rose McDermott, Amber Valletta and Monet Mazur at the 150-person dinner. A few guests, such as Matthew Perry and musicians Ludacris, Scott Weiland and Billy Morrison, simply came to enjoy the company.
"Regular women look at these actresses and think it's so easy for them to look perfect, but they have help," Ehrlich said.
LoRe said the company considered many proposals when selecting its first licensing partners before deciding on Stanley and Ehrlich, who are designing products and using them on their A-list clientele.
Premiere Line's silicone pads, which lift and shape bosoms and bottoms, and elastic thigh and abdomen shapers are packaged in limited-edition top and bottom kits that began retailing Dec. 8 in Frederick's stores nationwide and on the Internet. The line retails for $110 to $125. Individual items will be available for sale in February.
LoRe said more shapewear may be added to the line, but she declined to comment on future ideas for intimates and loungewear the design team may create.
Calling it a "win-win partnership," LoRe said, "We were exposed tonight to a lot of different people who would need our expertise and [Estee and Cristina] will become known to many, many women who could use their expertise."
Expect to see many gorgeous guests looking even more shapely at upcoming red carpet events. "I can't wait to try these items on at home," McDermott said.
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