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