The restrictive, bordering on prudish, social mores of the 1950's relegated Frederick's of Hollywood's lingerie advertising to the back pages of women's magazines.
Respectable fifties' housewives purchased their undergarments from the equally proper sales lady behind the counter of their local department store.
Even browsing through the Sears and Roebuck lingerie pages was considered a bit risque and ordering from a Frederick's of Hollywood catalog was downright scandalous. Or so it would seem.
![Vintage Frederick's of Hollywood Nightgown Ad Advertisement for nightgowns and panties of all colors on pink background](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhFW3CKhTiGcPg3MhaovELkfe9lanAexOT-UEyjroy8xQoTtxEYK9i7sZHUsPDwR_rdTekJxZS6VkIJTJF2AOO-ioN3aqCRJ8sHowzzn9sOA1uptd8TOYqM5xOgEtWvi7awHNpyID_CSZ4/s1600/400px_Fredericks_Nightgowns_Ad.jpg) |
Frederick's of Hollywood Advertisement |
It appears a good many of the supposedly puritanical fifties' matrons were buying Frederick's of Hollywood's provocative lingerie. Frederick's innovative merchandising approach made them the market leader in women's lingerie sales for forty years.
An astute businessman, Frederick Mellinger founded his Hollywood, California company in 1947 and is remembered for his invention of the push-up bra, padded bras, and padded girdles.
His use of celebrity models such as Rita Hayworth, Bettie Page, and Debra Paget to publicize his products was instrumental in bringing sexy lingerie to the masses.
Here is a look back at the more conventional
lingerie advertising.
![1959 Advertisement for Artemis Peignoir Advertisement for Artemis Lingerie 1959 featuring model in white peignoir set](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7wIwwk44QGbLP22_N6wFeQJ-Ukv5SuU1fYjfeTA0Y3rIy0JUQAPr_u1-So3ykxAgOX6SGByzudpyjYc515XVY5yGa96UV45ePNmf6IKUAvBZTuJjHLI7qTKKmSnmcZb3SfZnHhokkQPU/s1600/400px_Artemis_1959_Peignoir_Ad.jpg) |
Artemis 1959 Advertisement |
![Adonna Lingerie Ad Adonna Lingerie Ad for pink slips, bras, panties](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1hdgIrLAB_xlHrZLmcLU4frbsxyMhUcq231YPO7Tq6zewc78WVLoRSNiBeRv1uKtTXvU2JSoFxi8DfaR1DzQ7vTSNXOdwrlYlxOZbagDmqxcTx_ES3Bh4hMQjBcABWXfgVmzAdTsPuOg/s1600/400px_Adonna_Lingerie_Ad.jpg) |
Adonna Lingerie Advertisement |
![Celanese Lingerie Advertising Celanese Lingerie ad with woman in white slip straightening the seam of nylon stocking](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDY3aI5SGN_0OSuHxkVSJlqSdB-U0euKRFO6GcW6QaT8ZCeSrYGDI1I5na1W2vB3NgrEYWWLYJKGo6jlYO5cTZMUQ2dmjAoWsaYGsVWWtfOLDcKVRoRk43yecmedAeV8Y3ZIknIcbiVV0/s1600/400px_Celanese_Lingerie_Ad.jpg) |
Celanese Lingerie Advertisement |
![Permalift Bra and Girdle Ad Permalift Bra and Girdle Ad with model wearing bra, girdle, stockings](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEicbzyh9sjmIIYrS1LOZMy-rYIGG0k5FPWApGkpE_RU8K4nhpOWs-Ouoo8uJB0y3IH_YKTE-fRfMS5tAFffmdmZ7n5yTiXVIBnM7DRGcbcRScjTclsS-wV-sy0UjLov9GAtpmJvzwbMY90/s1600/400px_Permalift_Lingerie_Ad.jpg) |
PermaLift Girdle Advertisement |
![Christian Dior 1955 Lingerie Ad Christian Dior 1955 Lingerie Ad of model in corselette](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKirw0Cbdv5EkL_l79FA81eh5aDSYa6bVykFtw4MYnE4Q2FQfz9DQJGc5d1H5W9i3zRdAwJ85XE6aDeY8UHC3W0EVNgtHJMMxRoZtj4gOYd7RERZX-5jYNs5VH4kooC5N3QfemHT1EDOY/s1600/400px_Christian_Dior_Lingerie_1955.jpg) |
Christian Dior 1955 Lingerie Ad |
![Catalog Ad for bouffant petticoats Catalog Ad for multiple 1950's bouffant types petticoats](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjezQm35A0vnFL96ZDVzQb1TtlqxdyZYiLKaDpsLJ3z7IcmZ3oN3JkWlvCKC2uDjIu-JwWHk9zNEbqzd-kbusOfWI-CYCghEQTKEyaric7s_p3AYThyphenhyphen7a0SU_kid4GxpkZMC1dJQa85h6s/s1600/400_1950s_Petticoat.jpg) |
1950's Petticoat Catalog Ad |
![Vanity Fair Lingerie Ad 1959 Vanity Fair Lingerie Ad from 1959 with model wearing white peignoir](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh55VYyKU-wk4Xpnf8cvAWNZzVZxJgNbCDyiKVTkUkOCQwnxOzYY_CnagaAz1IEGJGU9KhjNP6_1B3wFA1s1OHuq7KgZgi0v7Z1es2Fqqfm3QqVEx5F_IHTtR23eX-phWAYpJd2XGGdGdo/s1600/400px_Vanity_Fair_Lingerie_Ad_1959.jpg) |
Vanity Fair Lingerie Ad 1959 |
![Life by Formfit 1953 Bra and Girdle Ad 1953 Life by Formfit 1953 Advertisement with one model in bra and girdle showing what the second model wore underneath her form fitting evening gown](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZ3zaOq-_MzgOnIWvlSgUOVszt25FYJEmW7LRGW2bkN-OW7PURKj13uh4VLqDKzb5xBmMsb6-_B5aaqo-Lc4MXd4DTlcyNJviCdC1_eopKgBMubIEZR6v6rwu3O1XSum9wC1WOhHYu6OM/s1600/400px_Life_Bras_Girdles_Formfit_1953.jpg) |
Life by Formfit Bra and Girdle Ad 1953 |
![1950's Van Raalte Peignoir Set Ad Ad with hot pink background featuring model in pink chiffon peignoir set for 1950's Van Raalte](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqFVcNy90yLOZYSxCsjL_8KFuzKDzrTM0OYcKkZHA9cpBghW9smytEbvYUY8PoeNptDrjwPfL4QcQfPkPsNNNi38NS7V1RLTGw3vZBqP2Dyu-w94dLbkYq7GSmrnGk4wAgBkF0ZmGHBwY/s1600/400px_Van_Raalte_1950s_Peignoir_Ad.jpg) |
1950's Van Raalte Peignoir Set Advertisement |
You can read more about Retro Lingerie
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