The tagged photo section on the Instagram page for Parade, an underwear start-up founded in fall 2019, shows a surfeit of images of young women modeling brightly colored briefs and bikinis. Many of them pose in studio apartments, stretched out on velvet couches and propped up on dressers. Some press against vinyl shower curtains, donning the neon underwear in mirror selfies. All of them look effortless.
It’s not unusual these days for a brand to take over social media like this — seemingly overnight and all at once, in nonprofessional photos posted by nonprofessional models. But these campaigns nearly always