Frederick's of Hollywood Redesign

ART DIRECTION, USER EXPERIENCE, DESIGN.


After opening it's first store on Hollywood Boulevard  in 1946, and introducing black lingerie to the USA, Frederick's of Hollywood has innovated its way to becoming one of the most recognized brand names in the country. As Victoria's Secret's more provocative rival, Frederick's has reinvented itself tirelessly throughout the years. I was lucky enough to have the opportunity to be part of one of these refreshes, as Art Director for the e-commerce site. I was responsible for the user experience and design of the responsive site.