Parade, the buzzy intimates model that was acquired in 2023 by Ariela & Associates, is entering into the swimwear enterprise with a size-inclusive assortment.
The gathering of swimwear and cover-ups was created for versatility and options seven kinds made out of Parade’s signature waterproof recycled cloth mix. The kinds are designed to be blended and matched.
The road consists of bikini tops — underwire scoop prime, layered push-up prime, and underwire bustier — bikini bottoms in layered cheekini and ruched bikini kinds and mesh cover-ups that are available a T and miniskirt. The swim and mesh cover-up tops vary in sizes from XS to 3XL and bottoms go from XS to 5XL.
Among the many prints and colours are a Farmers Market print, leopard print, Balloon (crimson) and Eightball (black). The underwire bikini tops are modeled after Parade’s latest bra.
Costs vary from $28 to $48 per piece.
The road will likely be provided on Parade’s web site, yourparade.com, and at goal.com, beginning Wednesday at midnight.
Athena Wrann, artistic director and vp of design at Parade, mentioned the launch was a results of buyer request. “We obtained overwhelming requests for Parade Swim on social and thru common surveys the place our group shares suggestions and concepts. We additionally noticed ‘swim’ persistently rank as a prime search time period on our web site, all yr spherical. At Parade, we’re all the time on a mission to make underwear enjoyable to put on. We discover prints and colours in all the things we do to remind our clients of the facility of self-expression by way of their very first layer. With Parade Swim, the connection got here naturally. The identical artistic prints, enjoyable colours, and playful spirit.”
A Parade bikini prime and backside.
Courtesy of Parade
Requested how massive a enterprise it will probably grow to be, Wrann mentioned that their aim is to supply a year-round swim assortment, complemented by restricted seasonal capsules all year long. She mentioned that this launch was deliberately a extra targeted assortment, designed to be taught from their clients and collect suggestions from their group. In preparation, they surveyed over 2,000 group members about print preferences, favourite silhouettes and the place they’re purchasing now for swimwear.
“We additionally see swim as a powerful alternative for brand new buyer acquisition,” mentioned Wrann. “We’re hopeful the thrill round this launch will assist us convert first-time consumers, whether or not they begin with swim or uncover our core providing, intimates.”
Describing who they’re concentrating on with the swimwear, Wrann mentioned, “We all know our core buyer is throughout the 18–34 age vary, so this launch is deliberately targeted on participating that viewers. However finally, we would like Parade to be the go-to purchasing vacation spot for swimwear for each new and current clients.”
Some swim appears from Parade.
Courtesy of Parade
Parade launched a limited-edition swimwear assortment in 2023, “which shortly turned a fan favourite,” mentioned Wrann, whereas Ariela & Associates has constructed a powerful legacy of launching profitable swim collections throughout quite a lot of manufacturers.
With Ariela & Associates’ 30+ years of experience in bra design and match, and the current launch of their All the time On underwire bras, Wrann mentioned they have been pleased to carry the identical stage of assist to the swimwear. Actually, the vast majority of their surveyed group mentioned that assist in swim tops is both “crucial” or “considerably vital” to them.
