Parade, the fan-favorite underwear brand for gen-z due to its inclusive and sustainable product lines, has debuted the 'New:Cotton' collection of undergarments. To celebrate this new collection, Parade partnered with Chloe Cherry, the actress famous for her role in Euphoria, to model for the underwear line.
The collection includes 14 different pieces that range from bralettes and thongs to full loungewear bodysuits. While previous Parade collections focused solely on comfort, the New:Cotton collection also emphasizes sexuality. Despite the focus on visuals and sex appeal, the collection is still inclusive and sustainable, as per the brand's values. The items are available in variety of sizes and colors, and are made from 'REFIBRA x TENCEL Lyocell' fabric, which is a form of 100% upcycled cotton.
Image Credit: Parade
Why This Trend Is Growing
- Inclusive Undergarment Collections
- Brands can innovate by catering to diverse and body-positive consumers through the inclusive design of their undergarments.
- Sustainable Undergarment Materials
- Using eco-friendly fabrics such as upcycled cotton can be another innovative way for undergarment brands to reduce their carbon footprint and appeal to environmentally conscious consumers.
- Celebrity Endorsements of Undergarment Lines
- Companies can leverage the influence of popular celebrities to increase brand visibility through endorsing their undergarment collections.
Industries Being Reshaped
- Apparel
- The apparel industry can revolutionize the design and production of undergarments with an emphasis on inclusivity and sustainability.
- Marketing and Advertising
- Marketers can capitalize on the trend of celebrity endorsements by creating innovative campaigns featuring popular figures to promote undergarment collections.
- Sustainability
- The trend of using eco-friendly undergarment materials presents an opportunity for companies in the sustainability industry to develop new and innovative ways to reduce textile waste and pollution.
