All-new bras you’ll actually want to keep on. Always.



Finally, a comfortable bra


Always On bras were designed and developed in our
NYC sample room on a diverse range of body types, band measurements, and
cup sizes (like the small-band-large-cup combo and beyond).

To make these the perfect fit, we surveyed over 1,000 people in our core demo
(including staunch bra haters!) about what they want and need from bras.

T-Shirt

An everyday staple designed for
an always effortless look that disappears under clothes.

Unlined

The barely-there style with breathable Silky Mesh comfort and sculpting support that’s always all you.

Push-Up

Need a lift? Slip into this silhouette featuring sustainable push-up pads for a look that’s you, elevated.

Find your match
  1. Look for the cup size you usually
wear at the top of the chart.
  2. Look for the the band size you usually 
wear on the left side of the chart.
  3. Where the two meet on our Fit by Parade chart is your new Parade bra size!

    For example, a 40DDD would wear
a Parade 2XL+ in our new bras.
What does the + mean?

+ = Extra support, extra coverage, and extra details tailored especially to bigger boobs like wider straps, a higher center, and extra hook-and-eye closure to make sure you feel 10/10 in your Parade bra.