Megan Fox is helping Frederick’s of Hollywood reassert itself in the intimate apparel market.
The actress has signed on as a brand ambassador, stakeholder and creative partner for the beleaguered company, which was purchased by Authentic Brands Group last April for $22.5 million after filing for bankruptcy.
While Fox has fronted brand campaigns before — she previously worked with Giorgio Armani — this is the first time she’s owned a piece of one.
“I’ve been reluctant in the past to work with brands because there’s a lot of politics behind it and it’s a big deal to lend your name and image to something,” said Fox. “But by offering me ownership in the company and some creative say, it gives me an opportunity to be passionate about what I’m promoting.”
Fox will design a capsule collection for Frederick’s, which will be available late next year and will appear in its spring 2017 campaign.
The actress, who had her third baby six weeks ago, is used to bouncing back post-pregnancy, but this time around she’s taking a different path to drop the weight.
“Everyone’s body is different postpartum, but I can’t ever lose all of my weight until I stop breastfeeding,” Fox told WWD. “In the past I’ve quit breastfeeding earlier than I’ve wanted in order to lose weight and I’m not doing that this time because I’ve regretted it. I’m going to have to learn how to get into shape and maintain while being 10 pounds heavier than what I normally am. It’s going to be a new journey.”
According to Nick Woodhouse, president and chief marketing officer at ABG, when talks with Fox initially started, it was mostly about being the face of the brand. But as the team got to know her, they felt offering ownership made sense.
“Megan is a global superstar. She does a great job of exuding sexiness without being overt, but she also has strong views on business and fashion,” said Woodhouse, who added that this is the first time Frederick’s of Hollywood has worked with a celebrity in this capacity. “We thought we should bring her on as a true partner so it’s not just a transactional relationship. This is a long-term play.”
Ever since ABG acquired the lingerie line, it has attempted to reposition the brand and establish wider distribution — it signed on Bendon to operate the e-commerce site and manufacturing – and present a more diverse offering. Woodhouse said the company is targeting mid-tier-and-up department stores and opening brick-and-mortar stores globally within the next couple of years.
“It’s still got sexy overtones, but it’s a little bit more demure and broad in its appeal,” Woodhouse told WWD.
While Bendon holds the lingerie license, Woodhouse said there are plans to branch out into activewear, ath-leisure, fragrance and sports apparel with MLB, NBA, NFL and NHL.
There are no plans to relaunch the catalogue.