Lizzo is launching Yitty, a 'no-shame, smile-inducing' shapewear brand debuting with three different collections in sizes ranging from XS to 6X.
decided to take matters into her own hands.
On Wednesday, the pop star announced the launch of Yitty, her “revolutionary new shapewear brand,” in partnership with Fabletics, Inc. The new label, which will be released on April 12, is named after Lizzo's childhood nickname and has been a project three years in the making. Yitty is a “no-shame, smile-inducing,” size-inclusive shapewear brand designed for every body and “all based on the principles of self-love, radical inner confidence, and effortless, everyday wear.
For Yitty's first release, the singer will debut three different collections: “Nearly Naked,” a line of seamless shaping garments, “Mesh Me,” featuring transitional under- to outerwear pieces, and “Major Label,” an assortment of everyday lifestyle designs. Over 65% of the styles are made with recycled fibers and come in packaging made of 100% recycled materials. They also come in colors like “Tempo Lavender” and “Moody Bitch” and are available in sizes ranging from 6X to XS.
The singer went on to explain that the inspiration for her latest venture comes from a personal place as she's spent most of her life being told to “reshape” her body to conform to society’s unattainable beauty standards. “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,” Lizzo said.
But after she made the decision that she was no longer going to feel bad or embarrassed about her body and celebrate it instead, Lizzo wanted to wear form-fitting pieces that enhanced rather than flattened her figure. “I was tired of seeing this sad, restrictive shapewear that literally no one wanted to wear. I had an epiphany like, ‘who can actually do something about this?’ I decided to take on the challenge of allowing women to feel unapologetically good about themselves again,” she said.