Living In Fifties Fashion: Not So Naughty Nighties

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.

Advertisement for nightgowns and panties of all colors on pink background

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.