If you're anything like us, you probably fell for Parade because of their ridiculously fun colors, super-soft fabrics, and commitment to making underwear that's for everyone. They single-handedly made basics exciting again, offering bright, inclusive styles that are as comfortable as they are affordable.
But part of the fun of discovering a brand you love is finding other brands that hit that same sweet spot. If you’re looking to expand your underwear drawer with even more playful, body-positive options, here are 18 brands like Parade that you need to check out.
Curated by Rihanna, Savage X Fenty is all about celebrating diversity, confidence, and fearless self-expression. While Parade brings the playful, everyday fun, Savage X Fenty turns up the heat with bold, runway-inspired lingerie in an incredible size range. Think vibrant colors and unique textures meet sexy, edgy designs. If you love Parade's inclusive ethos but want something with a bit more drama, this is your first stop.
Shop now at savagex.com
ThirdLove's core mission is creating the perfect fit, offering an expansive range of bra sizes (from AA to I cups) that you won't find anywhere else. Compared to Parade's bright aesthetic, ThirdLove is more focused on sophisticated, minimalist basics designed for supreme comfort. Their underwear is often seamless and made from luxe, soft fabrics, making it the perfect foundation for any outfit. It's a great choice when high-quality fit and classic comfort are your top priorities.
Shop now at thirdlove.com
A true pioneer in body-positive marketing, Aerie delivers on its promise of comfort and inclusivity with super-soft fabrics and cute, cozy styles. Like Parade, Aerie champions real bodies and offers a youthful, fun vibe. However, their aesthetic leans a bit more "girl next door” - think chill prints, soft lace, and laid-back loungewear - making it perfect for everyday comfort that still feels fresh and stylish.
Shop now at ae.com/aerie
Founded by Kim Kardashian, Skims transformed the shapewear game with its inclusive range of skin tones and its focus on flattering, figure-hugging fits. Where Parade is all about pop colors and bold prints, Skims excels at sleek, minimalist, and often neutral basics that feel like a second skin. It's the go-to brand for undergarments that smooth, contour, and disappear under your clothes, all while feeling incredibly luxurious.
Shop now at skims.com
Famous for their ridiculously soft MicroModal fabric and fun subscription service, MeUndies shares Parade's passion for comfortable, expressive underwear. They release new, quirky prints all the time, from classic solids to patterns featuring anything from succulents to sloths. If you love Parade's bold colors and comfortable materials, MeUndies offers a similarly fun and high-quality collection with matching options for couples, too.
Shop now at meundies.com
Hanky Panky is legendary for one thing: its ultra-comfortable, one-size-fits-most lace thong. Their vibe is more delicate and romantic compared to Parade's bold, modern look. Known for its stretchy signature lace in every color imaginable, Hanky Panky offers a beautiful balance of everyday comfort and luxurious feel. It’s perfect when you want something a little more elegant without sacrificing comfort.
Shop now at hankypanky.com
Knix is a game-changer when it comes to performance underwear. They specialize in high-tech solutions like leak-proof period underwear, moisture-wicking fabrics for workouts, and ultra-comfy wireless bras. While Parade focuses on aesthetic fun, Knix delivers functional innovation in inclusive sizes (up to 4X). It’s the brand for anyone who needs their underwear to work as hard as they do while still feeling modern and sleek.
Shop now at knix.com
Defining its own category of "leisurée," Lively blends the aesthetics of lingerie, swimwear, and activewear into one. Their styles are pretty yet practical, designed for women on the move. Compared to Parade, Lively often uses more muted tones and balances comfort with simple, fashionable details. It’s for the person who wants undergarments that feel put-together, comfy, and versatile enough for any occasion.
Shop now at lively.com
Meaning "beautiful thing" in Italian, Cosabella delivers gorgeous, high-quality lingerie in vibrant, eye-popping colors. They are known for their intricate lace and flawless craftsmanship that add a dose of luxury to your daily routine. While sharing Parade’s love for color, Cosabella elevates it with a more sophisticated, glamorous feel. It’s where you go to get beautiful investment pieces that are as comfortable as they are stunning.
Shop now at cosabella.com
If the eco-friendly side of Parade is what you love most, you'll feel right at home with Pact. The brand is dedicated to creating affordable basics from organic cotton in Fair Trade Certified factories. Their aesthetic is more minimalist and earthy than Parade's, focusing on simple solids and timeless stripes. It’s the ultimate choice for sustainably minded shoppers who want their clothes to be healthy for them and the planet.
Shop now at wearpact.com
Natori blends sophisticated style with exceptional comfort, creating lingerie that feels like a treat. Their aesthetic is elegant and refined, often featuring intricate embroidery and artistic prints inspired by the brand’s Asian heritage. While Parade vibes youthful and bold, Natori feels more grown-up and luxurious. It’s perfect for finding that perfect special bra or pair of unbelievably comfy, beautifully designed panties.
Shop now at natori.com
Though best known for their quintessential California-cool swimwear, LSPACE brings that same relaxed, beachy vibe to their undies and loungewear. Think soft ribbed fabrics, casual silhouettes, and laid-back colors that capture a sun-kissed lifestyle. Like Parade, they offer fun and effortless pieces, but with an aesthetic that screams sandy shores and sunny days.
Shop now at lspace.com
Jockey is a heritage brand that has perfected comfortable, reliable, and functional basics. Their focus is less on trendy prints and more on classic styles and amazing fits that have stood the test of time. While Parade shakes things up with seasonal colors, Jockey is your trusted go-to for affordable, no-fuss underwear basics that guarantee all-day comfort, through and through.
Shop now at jockey.com
Eberjey is synonymous with buttery soft fabrics and dreamy, romantic styles. Their lingerie and internationally loved pajamas are designed to make you feel beautiful and totally at ease. Instead of Parade’s vibrant energy, Eberjey channels a cozy, feminine vibe with delicate lace details and muted pastel colors. This is the brand for lazy Sunday mornings and self-care evenings.
Shop now at eberjey.com
For the traveler, adventurer, or minimalist, Unbound Merino offers something totally different: high-performance underwear made from merino wool. This miracle fabric is naturally odor-resistant, temperature-regulating, and incredibly comfortable. Unlike Parade’s colorful aesthetic, Unbound is sleek, simple, and hyper-functional, perfect for packing light and staying fresh on the go.
Shop now at unboundmerino.com
Baserange emphasizes clean lines, sustainable practices, and modern, minimalist designs. Based between Denmark and France, the brand creates its comfortable basics from natural fibers like organic cotton and breathable bamboo. If you admire Parade's eco-conscious efforts but desire a more refined, neutral-toned aesthetic, Baserange delivers with its effortlessly cool and thoughtfully made philosophy.
Shop now at baserange.com
True & Co. is obsessed with comfort, designing wireless bras and soft undies that you'll forget you're even wearing. They are famous for their seamless, buttery-soft fabrics that feel wonderful against the skin while providing gentle support. In contrast to Parade's vibrant and trend-focused styles, True & Co. excels in understated, essential basics that prioritize a "barely there" feeling.
Shop now at trueandco.com
Echoing the revolutionary spirit of Savage X Fenty, the overarching FENTY brand brings Rihanna's vision of radical inclusivity to life across fashion and beauty. In lingerie, this means celebrating every skin tone and body type with fierce, high-fashion pieces that challenge convention. Like Parade, FENTY champions playful self-expression, but with a uniquely daring and provocative edge that makes anyone who wears it feel powerful.
Shop now at fenty.com
At Apart Style, we're obsessed with curating the best in fashion, beauty, and jewelry to help you discover new brands we think you'll love. Every brand we feature is independently selected by our editorial team based on quality, style, and uniqueness. When you make a purchase through our links, Apart Style may earn a commission - which helps support our small team, and allows us to continue bringing you the best in online style brands.
Looking for more inspiration? Explore our full brand directory or check out our curated brand guides to find your new favorite thing.
