This empowering lingerie brand known for showing underwear on *all* bodies just launched in the UK

While the fashion industry may, slowly, be increasing its efforts to provide more representative campaign imagery, finding a lingerie brand that puts a broad range of body types across its marketing material is a slightly tougher task.

It seems that while the industry is beginning to feel more comfortable appreciating and celebrating the spectrum of shapes when they're clothed, when the clothes come off it's often an entirely different matter.

Launching in the UK today, however, is US-based Parade: one of the best lingerie brands that prides itself on being "community-first" and has sold over three million pairs of underwear in three years.

Founded by Cami Téllez in 2019 after “years of feeling disillusioned by the American underwear industry,” Cami's key mission has always been to “write a new underwear story and redefine ‘sexy’ through a modern lens.”

In short, her big idea was to create "underwear for all people" that “prioritised sustainable fabrics and creative self-expression.” with the brand on track to become an entirely carbon positive company by 2025.

PARADE'S SUSTAINABLE & BODY-SAFE FABRICS:

• Re:Play - Made from recovered fabric scraps usually wasted in manufacturing and recycled into new, ultra-soft, ultra-cooling material. It also has a 100% responsibly-sourced cotton liner, certified by the Better Cotton Initiative. OEKO-TEX certified, certified recycled.
• Silky Mesh - Made from 95% recovered fabric scraps usually wasted in manufacturing and recycled into new, superfine but durable material. It also has a 100% responsibly-sourced cotton liner, certified by the Better Cotton Initiative. OEKO-TEX certified, certified recycled.
• Universal - The world’s first carbon-neutral seamless underwear. Made from certified-recycled materials with a 100% responsibly-sourced cotton lining. OEKO-TEX certified, certified recycled, Better Cotton Initiative certified.
• Universal Sport+ - Made from recovered nylon scraps recycled into new, sweat-wicking, seamless underwear. OEKO-TEX certified, certified recycled, Better Cotton Initiative certified.
• Cozy Waffle - Made from reclaimed nylon scraps and responsibly-sourced viscose turned into our coziest fabric ever. Our viscose is FSC-certified, which means that it meets the highest standards and provides environmental and social benefits including protecting natural forests and a focus on long-term, beneficial relationships with the local communities. OEKO-TEX certified, certified recycled, FSC-certified.
• SuperSoft - Made from responsibly-sourced trees and is a more sustainable alternative to cotton. Made of high-quality TENCEL Lyocell, SuperSoft is produced using a closed-loop process that uses 95% less water than cotton and creates less waste. We’re also planting a new native tree for every SuperSoft purchase.
• Lush Rib - Sourced from sustainably-managed pine and eucalyptus forests, Lush Rib is made from Naia™ fiber in a low-waste, closed-loop manufacturing process

Having amassed a fiercely-loyal following in the US, Cami is now making her first business venture outside of North America by bringing her label to the UK, before venturing even further afield with its launch in Australia in April.

"Our community has been asking us to bring Parade’s sustainable, creative basics to the UK", admitted Cami, who remains the brand CEO and Creative Director, "and as a community-first brand, we’re so excited to see how they make Parade their own."

"I started Parade because we were all ready for a brand that instinctively understood that underwear could be sustainable, inclusive, fun, expressive, and - most importantly - for everyone, everywhere."

Prices range from £7 for underwear and £46 for apparel, and UK customers will be able to choose one of 4 charity initiatives (Black Minds Matter, Albert Kennedy Trust, Women’s Environmental Network and Brook) to donate 1% of sales to per transaction.

For more from Glamour UK's Fashion Editor Charlie Teather, follow her on Instagram @charlieteather.