"Founded in 2019 by then-college students Cami Téllez and Jack DeFuria, Parade aimed to challenge traditional lingerie giants like Victoria's Secret by offering more inclusive, body-positive, and gender-fluid products. The brand quickly resonated with Gen Z through its use of eye-grabbing branding and social media marketing, cultivating an online community across popular platforms such as Instagram. As of October 28, Parade has permanently shut down operations, according to a notice on its website, which no longer processes purchases."
"Despite early momentum and a devoted following, Parade's troubles began to surface long before its closure. In 2021, the brand opened its first physical store in Manhattan's SoHo district, initially as a pop-up that later became a permanent site. However, the store closed a year later after its lease expired. While a significant expense, given its location in one of the priciest neighborhoods in New York, the store was meant to serve as a marketing move, boosting brand visibility rather than profit."
Parade launched in 2019 by Cami Téllez and Jack DeFuria as a size- and gender-inclusive lingerie brand promoting body positivity and gender-fluid products. The brand built Gen Z engagement through bold branding and social media, growing an online community on Instagram. Parade expanded into retail with a SoHo pop-up that became a store in 2021 but closed a year later when the lease ended. In 2023 Parade partnered with Target to sell in 400 stores and online and was acquired by Ariela & Associates; Téllez stepped down as CEO. Operations permanently ceased on October 28, and the site no longer accepts purchases.
Read at TheStreet
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