Parade Launches Its First Bra Collection with Inclusive Sizing
Kanesa David — February 22, 2023 — Fashion
References: yourparade & hypebae
Gen Z-backed intimates brand Parade has launched its first collection of bras. The intimates brand is famously known for its inclusive underwear, bralettes, lingerie, and loungewear. The new collection comes in four new silhouettes: T-shirt, triangle, plunge, and balconette—offered in sizes ranging from 32A to 46G. The ‘CloudLift’ system, exclusive to Parade, combines the buttery softness of the brand's bralette material with the lightweight fabric's ability to create structure and form by wrapping ultra-flexible wire around it.
“I grew up going to the mall in New Jersey and being told to “add two cups” to my bra size — I knew this hyper-sexualized, one-note idea of sexiness was fundamentally misaligned with what I knew about myself and the people around me. I started Parade to change that — to create an underwear brand that was sustainable, inclusive, and celebrated all of us,” said founder Cami Téllez.
Image Credit: Parade, hypebae, yourparade
“I grew up going to the mall in New Jersey and being told to “add two cups” to my bra size — I knew this hyper-sexualized, one-note idea of sexiness was fundamentally misaligned with what I knew about myself and the people around me. I started Parade to change that — to create an underwear brand that was sustainable, inclusive, and celebrated all of us,” said founder Cami Téllez.
Image Credit: Parade, hypebae, yourparade
Trend Themes
1. Inclusive Lingerie - The launch of Parade's inclusive bra collection demonstrates a demand for more diversity and representation in the lingerie industry.
2. Buttery Soft Materials - Parade's use of a CloudLift system to combine ultra-soft and lightweight materials for structure and form presents opportunities for innovative fabric and construction techniques.
3. Comfortable Support - The popularity of Parade's new collection suggests a growing trend towards the development of comfortable yet supportive bras, creating opportunities for new manufacturing and design approaches.
Industry Implications
1. Fashion - The inclusive sizing and sustainable approach of Parade's new bra collection highlights the potential for disruptive innovation in the fashion industry to create more diverse and environmentally conscious products.
2. Textiles - Parade's use of ultra-soft fabrics and unique manufacturing techniques demonstrates opportunities for innovation in textiles, creating new types of fabrics and materials for the lingerie and apparel industries.
3. Retail - The success of Parade's marketing strategy, targeting Gen Z and emphasizing the importance of inclusivity, highlights opportunities for disruptive innovation in retail to create more targeted and socially conscious campaigns.
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