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Hollywood Fashion Secrets: A Brand For Women, By Women

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(credit: CBS) Natalie Nyhus
Natalie Nyhus joined the WCCO-TV team in January of 2011. She anchors...
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MINNEAPOLIS (WCCO) — Women have their wardrobe work cut out for them, with trying to keep everything in place. There’s a little bit of smoke and mirrors that goes into it:  Tucking and pinning, sewing and spraying.

But there is a local company making fashion fixes easier. Hollywood Fashion Secrets, based in Minneapolis, has been finding modern solutions to old fashion problems since starting in 2001.

According to President and Co-Owner Jane Dailey, “Hollywood Fashion Secrets is a brand for women, by women.”

Those west coast wardrobe secrets are being spread from a Midwest office in the north loop of Minneapolis. But Hollywood Fashion Secrets is not a fashion brand, per se, it’s fashion solutions aiming to prevent wardrobe malfunctions.

“It’s all about giving women the tools and advice that they need to polish their brand and take on the world with more confidence,” said Dailey.

Confidence that your straps are where they should be, buttons don’t pop and that what’s exposed is supposed to be.

“The last thing we want to have to do is MacGyver a ripped hem or a popped button from our blouse,” said Dailey. “We’ve all been there.”

It all started with their flagship product: Fashion tape. It’s double-sided, hypoallergenic, medical grade tape that can stick to skin and just about any fabric. You use it to keep your clothes in place. Right now, Hollywood Fashion Secrets has more than 70 products, but 13 fashion fix superstars in their collection. A pumice stone that removes pilling from sweaters. A special sponge to remove deodorant marks. Another best seller: The bra converting clips.

“These are genius,” said Dailey. “It allows you to convert your traditional bra into a racer back. The nice thing about that is you don’t have to go out and buy a new bra every time you have a new style, but you want to hide your bra straps.”

Though Hollywood Fashion Secrets started in Minnesota, they are now global. They’re seen in stores from boutiques to mass retailers like Bed, Bath &  Beyond, CVS and Ulta.

“People are very surprised when they hear that we are from Minneapolis with a company name called Hollywood Fashion Secrets. But their reaction is, ‘Oh there’s a lot going on in Minnesota.’ There’s a lot of fortune 500 companies, startups and entrepreneurs. It doesn’t feel that odd to us because we are surrounded by like-minded people,” said Dailey. “We don’t give you the style, but we give you the tools you need to own your style and rock it. And that’s what Hollywood is all about.”

Hollywood Fashion Secrets also just announced that they are partnering with famous stylist Stacy London to create awareness around the category and come up with new solutions to old fashion problems. The brand has a sense of humor and is rather racy because they are talking about intimate things. They speak to their consumer as if they are girlfriends, because that’s what their brand is all about, women helping women.

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