Parade Debuts “Always On” Underwire Bras—Designed for Comfort & Support

Parade's first underwire bras combine comfort & support in 16 styles. The 'Always On' collection redefines structured lingerie.

Parade is flipping the script on underwire bras with its debut “Always On” collection—a line designed by and for its community of comfort-seekers. Instead of abandoning structured support, the brand reengineered it, offering 16 new styles that promise lift without the usual pinch.

Priced between 32–36, the bras tackle underwire’s “uncomfortable, tight, and awkward” reputation head-on. Parade’s solution? Ultra-soft fabrics, precision fits, and a “second skin” feel that’s barely there—so much so, you might forget you’re wearing one.

The brand shared: “Gen-Z fell in love with Parade for its no-sacrifice comfort, and now we’re delivering structured support that actually feels good. ‘Always On’ is the bra you won’t rush to take off—because it’s designed to move with you, not against you.”

From T-shirt bras to lace-trimmed styles, the collection proves underwire can be comfortable. Ready to rethink your drawer? Shop the “Always On” lineup now at Parade’s website.