Frederick’s of Hollywood comes to Abu Dhabi


Safeer Establishment, in association with legendary Frederick’s of Hollywood, the world’s renowned lingerie purveyor, hosted an exclusive and glamorous launch event to announce the opening of its one of a kind Frederick’s of Hollywood flagship store at Mushrif Mall in Abu Dhabi.

If just the mentioning of Hollywood takes us back to the Golden-era of silver screen icons and glamour then Frederick’s of Hollywood is here to remind us that they directly contributed to the Hollywood glamour and splendor through their innovative and creative women’s intimate apparel and accessories; their sophistication and success in the lingerie industry having reached the culmination of modernity and luxury, thus becoming a true fashion icon and trendsetter in its own right.

In 1946, Frederick Mellinger came to Hollywood to make his dream come true and thus a legend was born. A true visionary, he believed that through incredibly creative lingerie women would feel beautiful and confident within their own bodies.

Inventor of the modern intimate apparel for the modern woman, Frederick’s of Hollywood is one of the most important contributors to the fashion and retail industry, its success story being often associated with the Hollywood dream.

Frederick’s has created history in the world of modern underwear, by pioneering items such as the first padded bra (1947), the first push-up bra (1948 – the Rising Star), the Cadillac bra (1960), padded girdles, the thong (1981) and body shapers – the corset, just to name a few.

The company’s success in the underwear market allowed Frederick’s to diversify, and the company turned its sights to dresses, sportswear, swimwear, hosiery, and accessories to name but a few. Nonetheless, Frederick’s of Hollywood specialty lies in sensual and seductive lingerie. From camisoles and cami sets to sexy and seductive robes, it allures you with all types of exotic and sophisticated underwear.

Frederick’s, to this day, stands true to its core value – the creation of Hollywood allure represented through sophisticated and elegant lingerie that embodies the Hollywood lifestyle.

All this glamour is being brought to the Middle East by Safeer Establishment, the company, which was founded to be one of the most prominent retailers in the region by representing international brands and agencies that covers wide areas of the retail industry. Setting its sight on top notch world class brands, Safeer Establishment is having its premiere in the region’s retail industry by introducing Frederick’s of Hollywood this summer. The company will enhance its portfolio with other brands in the very near future.

So, whether you are looking for a day -to-day outfit or that extra special for a romantic evening visit our flagship store in Mushrif Mall, Abu Dhabi, where Frederick’s guarantees to entice you with innovative lingerie items to satisfy your every desire for intimate apparel.


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