Parade Releases Its First-Ever Underwire Bra Collection

Parade releases its first-ever underwire bra collection.

Crafted by and for the Parade community, "Always On" is the answer to every woman's cry to ditch underwire bras. Instead of ditching the everyday essentials, Parade introduces its answer -- with an abundance of silhouettes.

Now featuring 16 new bras, the new collection aims to "challenge the age-old reputation of underwire" as "uncomfortable, tight and awkward," the brand stated. With prices ranging from $32 to $36 USD, each new offering taps the brand's mission of comfort made for every shape.

The brand continued: "Parade has naturally captured the hearts of Gen-Z, and has heard their loyal community’s cries to create structured bras for everyday wear. The answer is a comfortable, fitted yet ultra-soft second skin bra that’s 'always on.' An undergarment so unnoticeable, it’ll be the last thing wearers rip off at the end of a long day. The 'Always On' Core Bra collection is set out to make what once felt impossible, possible, providing lift and support without the discomfort, so you’ll actually want to wear it."

Take a look at the collection via the gallery above.

Shop now on Parade's website.

In other news, Cou Cou teases new baby pink intimates. Elsewhere, Caroline Iaffaldano takes on toxic beauty trends in Vial.

Click here to view full gallery at Hypebae