Through Yitty, Lizzo aims to transform the narrative around shapewear
“We are taking the shame out of shapewear by infusing the category with fashion.”“We partnered with Lizzo because we felt her vision for revolutionizing shapewear with a positive message of body normativity was game-changing,” says Adam Rosenberg, cofounder of Fabletics. He and Lizzo declined to comment on how much they invested, or what the entertainer’s stake is in the company.
From leggings to leotards, Fabletics Inc is betting on shapewear as the next intimates category to boom.In 2013, Rosenberg and Don Ressler launched Fabletics with actress Kate Hudson. The direct-to-consumer activewear is best-known for its colorful, vibrant leggings. In 2021 TechStyle Fashion Group changed its name to Fabletics, Inc, after spinning off Savage X Fenty, JustFab and Shoedazzle. Fabletics, Inc serves as the parent company to Fabletics and now Yitty.
For Lizzo, Yitty is more of a passion project than a fashion statement. “I was tired of seeing this sad, restrictive shapewear that literally no-one wanted to wear. I had an epiphany like, ‘Yo, who can actually do something about this?’ I was waiting for someone to change the conversation around this article of clothing that so many people wear. It’s not comfortable. It doesn’t look like us.
Branding Yitty as inner and outerwear plays into Lizzo’s inclusive and body-positive messaging. “Being able to wear these styles as inner and outer wear allows people to wear the product the way they want to wear it, based on howwant to feel,” says the singer. “It also allows people to feel good about exposing it if they wear it as their inner layer. Traditional shapewear is meant to be hidden. It isn’t cute. The colors are boring. It is embarrassing if you accidentally expose it.
Lizzo's foray into fashion:"It’s really all about Yitty and how we want to grow and expand this brand and business. I have a lot of ideas! But it is too soon to talk about them."
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