By  on March 21, 2005

NEW YORK — Seduction is nothing new to Frederick’s of Hollywood, but it is the name of a lingerie line being launched in a big way by the retailer and direct merchant.

The line of “modern, sleek and sensual” lingerie is supported by a multimillion-dollar marketing campaign and is being sold at Frederick’s 150 retail doors and its catalogue, as well as on the specialty retailer’s Web site,, said Linda LoRe, president and chief executive officer.

“It is lingerie that defines the mood of the moment, but leaves what comes to the imagination,” LoRe said. “Seduction is a key campaign by Frederick’s of Hollywood. While some brands flirt with the idea of seduction, for Frederick’s, it’s our state of mind. For this reason, the campaign is front-of-store, cover of the catalogue and the home page of the Web site.”

Yolanda Dunbar, senior vice president of marketing, said what sets the Seduction collection apart from Frederick’s signature fare is, “All styles that fall within the Seduction group share common attributes: very sexy, fashion-forward styling, predominantly black, with accents of sophisticated color.”

The new collection encompasses bras and panties, chemises and bustiers, said John Schulman, senior vice president and general merchandise manager.

“Women want sexy to come in a variety styles. For example, bras that are sexy and sheer, as well as padded, push-up bras that mold and shape for a very sexy silhouette,” said Schulman, noting that fabrics include meshes, fishnets, stretch satins and laces with “updated patterns, not traditional floral laces.” Special details include hardware such as corsetry closures and trims that include beading, laces, fringe and ribbons, he said.

“The pieces are also designed with comfort and wearability in mind,” Schulman added. “A style that is extremely sexy shouldn’t be a burden to wear. The styles are tactile and feel good against the skin.”

LoRe said Frederick’s raised eyebrows 60 years ago when it introduced provocative black lingerie to the U.S. market, so, “it comes as no surprise to us that there is a growing trend in the market for lingerie that is more provocative, racy and sexy. But we’re not seeing any one brand taking ownership of this seductive lingerie category. Frederick’s has always been ahead of the curve when it comes to seductive and sexy, so we are choosing to take what we already do and do it on a bigger, more sophisticated scale.”

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