Parade’s underwear is taking over everyone’s Instagram feed. In the last year, users on Instagram have noticed a slew of micro-influencers posing with brightly colored briefs and bikini bottoms on their feed. Cue Parade, an inclusive, direct-to-consumer underwear brand, which has heavily relied on DM-ing various influencers to model their products on social media. Instead of focusing on a paid influencer campaign, they lean more on the “gifting program” model of sending free pieces to creators who have “smaller and more dedicated followings.” During the brand’s launch late last year, 70K people signed up for their wait list, and in their first year, the company received $8 million in funding. (NYTimes, The Cut)
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