# Nostalgic Rhinestone Underwear Collaborations Parade and Juicy Couture Have Teamed Up By Ell Smith | Published 2020-12-07 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/parade-and-juicy-couture References: [hypebae](https://hypebae.com/2020/12/juicy-couture-parade-collaboration-underwear-collection-rhinestone-brief-scarf-release) & [yourparade](https://yourparade.com/) [Parade](https://www.trendhunter.com/trends/parade-that-lace) and [Juicy Couture](https://www.trendhunter.com/trends/juicy-couture-x-madhappy) have teamed up for an exciting underwear collaboration targeted at Millennial consumers. Fan-favorite intimates label Parade is known for releasing colorful and comfortable collections that embrace the body positivity movement. Now, this brand has teamed up with Juicy Couture -- the iconic brand of the early 2000s who have been re-establishing themselves in the fashion landscape. The collection will take on aesthetics from both labels, including Juicy's glitz and glamour, and Parade's sensibilities and comfort. The underwear arrives in multiple colorways and sees Juicy's logo embossed with rhinestones on the rear. Multiple styles are available, ranging from bold to subtle. Any option serves as the ideal gift for the nostalgic consumer. Image Credit: Parade ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 81% | Activity: 48% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear) ## Key Themes ### What's Driving This Trend - **Nostalgia Fashion Collaborations:** The collaboration between Parade and Juicy Couture demonstrates the market for nostalgia collaborations that blend modern and vintage aesthetics to attract millennial consumers - **Body Positive Underwear Collections:** Parade's partnership with Juicy Couture highlights the potential for body positive lingerie lines to capitalize on the growing movement for inclusivity and diversity in fashion - **Branded Collaborations with Iconic Logos:** Juicy's collaboration with Parade presents the opportunity for companies to leverage iconic logos and revive nostalgic fashion trends through collaborations with contemporary brands ### Who This Affects Most - **Fashion and Apparel Industry:** The fashion and apparel industry can capitalize on the trend for nostalgia collaborations and body positive lingerie collections to engage millennial consumers and expand their customer base - **Branding and Marketing Industry:** The branding and marketing industry can leverage collaborations between iconic brands and contemporary labels and capitalize on nostalgia trends to create new product lines and revenue streams - **Retail Industry:** Retailers can leverage collaborations between established and emerging brands to offer exclusive limited edition products that cater to young consumers' demand for unique and personalized shopping experiences ## Related on Trend Hunter - [Playfully Nostalgic Pink Apparel](https://www.trendhunter.com/trends/juicy-couture-x-madhappy.md) - [Y2K-Inspired Collections](https://www.trendhunter.com/trends/reebok-x-juicy-couture.md) - [Limited Collaborative Apparel Capsule](https://www.trendhunter.com/trends/madhappy-and-juicy-couture.md) - [Inclusive Lace Collections](https://www.trendhunter.com/trends/parade-that-lace.md) - [Tongue-in-Cheek Underwear Ranges](https://www.trendhunter.com/trends/debute-x-stripe-stare.md) - [Vibrant Comfort-Forward Apparel](https://www.trendhunter.com/trends/lazy-daze-collection.md) - [Colorful Undergarment Sets](https://www.trendhunter.com/trends/hanky-panky.md) - [Y2K-Inspired Beverages](https://www.trendhunter.com/trends/juicy-peach-flavor.md) - [Revitalized Brand Fragrances](https://www.trendhunter.com/trends/juicy-couture-4.md)