Dietrich was established in the summer of 2008 by Frederika Cook to create a new niche in the lingerie industry that would fundamentally draw inspiration from haute couture, veteran design houses and old Hollywood glamour creating an image different to the two dominate influences of the lingerie industry, simplistic foundation garments and the 1950's boudoir look. The Dietrich look is designed to take a woman seamlessly from day to night without ever forgetting fit, form and comfort and never compromising one for another. The Dietrich look is created for the modern woman who is herself a juxtaposition: she can be naughty but nice, powerful yet vulnerable, emotional but strong. The look is feminine, uncluttered, elegant, luxurious and meticulously crafted to hint at the desire for something more creative, more whimsical and ultimately avant-garde.

Understanding the complexity of her own needs with regard to lingerie, Frederika set out to create lingerie as a Parfumeur would masterfully craft a fragrance. The base note is the structure and fit blended into a timeless and elegant design. The middle note is the fabrics used throughout the seasons that combine sumptuous silks and delicate laces. The top note is the exquisite and unusual trims, exotic skins and leathers that are incorporated into the design. It is this top note that gives the subtle edge to the Dietrich look creating a fashion-forward approach to lingerie design. Each look is created in England and made in France. Bras and corsellettes have been crafted to give a full rounded look that is voluptuous and alluring and can be styled with ready to wear to create a look of provocative sensuality.

Frederika chose to give her lingerie the alias Dietrich as it alludes to the Art Deco era when design looked forward as much as it did to the past in order to create something new and daring for its time. Dietrich also translates into English as 'master key': which seemed fitting as the aim is to unlock different doors of inspiration and innovation and ultimately bring new life to the lingerie market.