The singer, long heralded as a leader of the body positive movement, is launching YITTY, a line of shapewear, underwear, and loungewear created in partnership with Fabletics.
On April 12, the line will will debut with three collections: "NEARLY NAKED," lightweight shaping garments; "MESH ME," smoothing mesh styles that can be worn as inner or outerwear; and "MAJOR LABEL," an assortment of athleisure essentials such as leggings and sweatshirts.
Available in sizes XS to 6X, YITTY's sizing doesn't just scale up and down — it takes different body types and proportions into consideration, too.
Lizzo, an outspoken proponent of normalizing all bodies, is an apt celebrity to take on the shapewear market.
"I felt that I was constantly being told through TV and magazines that my body wasn’t good enough. And, in order to be considered ‘acceptable’ I had to inflict some sort of pain upon it to fit into an archetype of beauty," she said in a press release. "Because of this, I’ve been wearing shapewear for a long time, maybe since I was in fifth or sixth grade.”
Based on preliminary campaign images, YITTY appears to mirror Lizzo's empowering, celebratory music. Full of bright colors and patterns, the collection takes a bold, directional design approach — much different than SKIMS, known for its simple cuts and muted, solid colorways.
As pandemic restrictions ease up, shapewear sales have spiked, opening the door for newcomers to the category — and consequently, more competition.
Authenticity and storytelling are cornerstones of any successful brand, keys that Lizzo skillfully wields when it comes to her public persona. If her musical career is any indication, I daresay YITTY will be a banger.