“In order for us to reinvent the underwear category, we have to go offline,” said Téllez, who also serves as Parade’s chief executive officer. “For us, the brand was born in New York and it’s where our community has roots. So we chose this location feeling like it’s most in touch with contemporary culture. It’s a futurist, maximalist space that was designed in opposition of the sexy boudoirs of lingerie stores past, as well as the current direct-to-consumer minimalism [aesthetic].
Téllez said she wanted to break with lingerie store tradition and carefully thought over details like mannequin sizes, staffing and display cases. “We wanted to create an emotional experience of celebrating the body and didn’t want a single body type represented in the store. We wanted to paint a picture of inclusivity and provide the feeling of a more unbounded surreal world. We don’t want people to feel like they are rummaging in a dark table in the mall.
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