A lot of 70s women’s fashion magazines had Frederick’s of Hollywood ads in the back pages. But Cosmopolitan ALWAYS had a Frederick’s ad, like this one from 1975. I can’t talk about vintage fashion without including these seemingly ubiquitous sexy ads!
Bold and unapologetically naughty, Frederick’s gleefully aired its alluring lingerie proudly. Shown are the Natural Nipples Bra, “Underwired nylon lace half-cups, leave the nipples uncovered!”. Peek Show Bra, “Envelope-like openings in cups unfold allowing nipples to peek out seductively”. Love Nest Panties, “Temptingly transparent panties designed to light his fire”. Caress Away Stretch Mark Lotion, “Helps smooth out for hours ugly stretch marks, due to pregnancy or weight loss”. French Fantasy, “The tiniest French-cut bikini panty of softest nylon tricot”. Frenchy, “Sheer halter gown hangs loose from the back-buttoned neck band. Beige lace trim runs all the way down to the deep fanny V”. Baby-O, “Lace-trimmed baby doll is Antron III nylon. Bra top fits under the bust. Matching panty”. Tie One On, “Tunic top and flared pants have open ties running down the sides”. Super Sheer, “Wicked wispy nylon tricot sleeper gathers with elastic under the bust”. Crafty Caftan, “A robe of Near East magic!”. A Little Something, “Bra has elastic shoulder straps and underbust elastic. Teeny string bikini. Flower-appliqued stretch nylon lace”.
You could order by sending a check and coupon via snail mail. If you were in a hurry, you could call the Toll Free Order Hotline. Not really all that different from online shopping!