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Swarovski partners with Gen Z underwear brand for limited edition collection

By Dale Arden Chong


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Parade—a digitally native, sustainable underwear brand that caters to the Gen Z demographic—is upping the ante with its latest collection. Partnering with Swarovski, the new, emerging American brand has created a limited-edition collection of briefs and a sweatshirt.

In the six weeks since it was launched, the American underwear brand has quickly gained popularity among the Gen Z and Millennial demographics for its social media presence, as well as its accessible pricing (its debut collection is currently available online for 9 USD each). Now—by incorporating Swarovski crystals into its briefs and a new sweatshirt—Parade is adding a touch of luxury to its pieces.

“Swarovski has a legacy of standing for extraordinary everyday style, and while Parade is only six weeks old, this collection celebrates our shared commitment to creative maximalism,” said Cami Tellez, the 22-year-old chief executive officer and co-founder Parade, shared in a statement. “Working to create our brief and our sweatshirt with Swarovski has been an honor—I believe this collection speaks to the bold self-expression Parade brings to the underwear category.”

The collection—which is exclusively available on Parade’s website—features a Parade Logo Hoodie with Swarovski crystals for 118 USD and a three-piece Brief Set for 68 USD, which includes one pair of briefs made with crystals.

“Conscious design, sustainable innovation and women’s empowerment are all essential parts of our guiding principles here at Swarovski,” said the brand’s senior vice president of operations, Michelle Rice, in a statement. “We are proud to partner with Parade, a like-minded mission-driven brand, on their sparkling holiday 2020 collection and female-led campaign.”

To celebrate the collaboration, Parade and Swarovski also created a calendar for 2020 and digital experience—which customers can sign up for in return for Parade Body Bling— that features photos from the collection’s campaign.

Images: Courtesy of Parade

Gen Z