Swarovski has partnered with new teen lingerie brand Parade to create a limited edition collection of lingerie and sweatshirts.
The collection includes a Swarovski crystal hoodie for $118 and a three-pack of briefs for $68. For a democratic brand that won its first customers, this is an opportunity to add a little luxury and try yourself in a completely different price segment.
Parade positions itself as a digital eco-brand focused on Generation Z consumers. Since entering the American market in the fall of 2019, the brand has received a lot of support thanks to its simple and functional design and affordable pricing. The debut Parade collection is sold online for $9 per item.
In the first collaboration with the world-famous Austrian brand, Parade presents a hoodie emblazoned with the Swarovski crystal logo for $118 and a set of three pairs of briefs, one of which is also made with crystals, for $68.
“Swarovski has a heritage of exceptional everyday style, and while the Parade brand is only six weeks old, this collection celebrates our shared commitment to creative maximalism,” commented Kami Tellez, Parade’s 22-year-old CEO and co-founder. “It was an honor to work with Swarovski and I think this collection speaks volumes about the bold expression that Parade brings to the lingerie category.”
“Responsible design, sustainable innovation, and women’s empowerment are all integral to our guiding principles here, in SwarovskiMichelle Rice, senior vice president of brand operations, said. “We are proud to be partnering with our like-minded Parade in this vibrant 2020 holiday collection in particular and the women-led campaign in general.”
The collection is available in limited quantities exclusively through the Parade online store. As part of the partnership, Parade and Swarovski also released a joint 2020 calendar and launched Parade Body Bling, a digital service that allows customers to access content from the new ad campaign.