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Megan Fox tapped to front revamped lingerie brand

Megan Fox has signed on as a brand ambassador, stakeholder and creative partner for lingerie brand Frederick’s of Hollywood.

Megan Fox has been tapped to front campaigns for lingerie brand Frederick’s of Hollywood.

The American actress has signed on as a brand ambassador for the company, which is seeking to reassert itself in the intimate apparel market after being purchased by Authentic Brands Group (ABG) in June 2015 for $22.5 million (£17.3 million) following a filing for bankruptcy.

Along with appearing in the marketing imagery, the Transformers star has become a stakeholder and creative partner in the business.

“I’ve been reluctant in the past to work with brands because there’s a lot of politics behind it and it’s a big deal to lend your name and image to something,” she told WWD. “But by offering me ownership in the company and some creative say, it gives me an opportunity to be passionate about what I’m promoting.”

As part of the deal, the 30-year-old will also design a capsule collection for Frederick’s, which will be available late next year (17).

ABG president and chief marketing officer Nick Woodhouse said Megan is a natural fit for the brand, and is glad she was willing to show her commitment to the business by becoming a partner.

“Megan is a global superstar. She does a great job of exuding sexiness without being overt, but she also has strong views on business and fashion,” he said. “We thought we should bring her on as a true partner so it’s not just a transactional relationship. This is a long-term play.”

Since acquiring Frederick’s, ABG has put a focus on attempting to reposition the brand within the market and has made a deal with Bendon to manufacture the garments and operate the e-commerce site.

Accordingly, Woodhouse is hoping to get the line stocked in more department stores and open mono-brand stores within the next couple of years.

“It’s still got sexy overtones, but it’s a little bit more demure and broad in its appeal,” he explained.

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