Brief

Frederick’s of Hollywood, keen to shake off its somewhat risqué image, is rolling out a new interiors concept by RPA in Ohio.

Frederick’s of Hollywood, keen to shake off its somewhat risqué image, is rolling out a new interiors concept by RPA in Ohio. The 50-year-old lingerie chain is now more than 200-strong and the new look is aimed at a younger audience, ‘who view Frederick’s favourably as more kitsch and fun than risqué’, says an RPA spokesman. The objective was to differentiate the chain from competitors such as Victoria’s Secret by making the merchandise the heroine.

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