Gen-Z Underwear Brand Parade Debuts Swarovski-Studded Briefs
Featured in an all-female produced 2020 calendar.
Parade, the emerging underwear brand taking Instagram by storm, has unveiled a collection of Swarovski crystal-embellished briefs. The 6-week-old brand debuted its sparkly new offerings, which also includes a limited-edition Swarovski hoodie, in a 2020 calendar shot, styled, directed and modeled by an all-female team.
The new collection includes a set of three brief-style underwear bottoms bejeweled with the Parade logo in Swarovski crystals. The briefs must be bought in a full set of three, which includes multiple colors: red “Balloon,” fuschia “Jawbreaker” and black “Eightball.” The Bling Sweatshirt is a light grey hoodie featuring a Swarovski-studded Parade logo at the chest.
“This collection celebrates our shared commitment to creative maximalism…Over 170,000 crystals were used across the entire collection — each brief has over 1029 Swarovski crystals,” Parade co-founder and CEO Cami Tellez said.
Parade’s Swarovski Brief Set and Bling Sweatshirt retail for $58 and $118 USD respectively on the Parade website. One percent of all sales are donated to Planned Parenthood. Check out Parade’s festive 2020 calendar, shot by Lula Hyers, in the gallery above.
- Lula Hyers/@lulahyers
- Art Direction
- Cami Tellez/@camitellez
- Rachael Krutchkoff/@rocky_mua
- Hair Stylist
- Ashlee Rose/@ashleeroseboots
- Nail Artist