Everything We Know About Lizzo's New Shapewear Brand
Move over Kim K, Lizzo is the latest celebrity to enter the shapewear market.
In an Instagram shared on March 30, the singer announced her plans to launch an exciting new project to fans. "This is a dream 5 years in the making ... Introducing YITTY: Shapewear you can wear Underwear, Overwear, Anywhere," Lizzo wrote in the post's caption. The line is for "Every Damn Body. 6X to Xs."
The brand, which aims to "revolutionize shapewear," is named for Lizzo's childhood nickname, Yitty (her real name is Melissa Viviane Jefferson). The mission is simple: "self-love, radical inner confidence, and effortless, everyday wear." And with sizes from 6X to XS, it's the kind of inclusive, joyful messaging we'd expect from a Lizzo-led line. While we don't have full details yet, YITTY will offer a collection that "blurs the lines of inner and outerwear with intentional-meets-functional designs, sexy silhouettes, and bold colors and prints you'll want to show off."
"Instead of thinking about size in this linear way, we're thinking about it on a spectrum where everyone is included. Everyone's size is just their size. It's not high, it's not low. It's not big, it's not small. It's just your size," Lizzo says of the new launch.
Lizzo is no stranger to radical self-love and size inclusivity, and her new brand will reflect those values. "I felt that I was constantly being told through TV and magazines that my body wasn't good enough," she explained. "And, in order to be considered 'acceptable,' I had to inflict some sort of pain upon it to fit into an archetype of beauty. Because of this, I've been wearing shapewear for a long time, maybe since I was in fifth or sixth grade."
According to the singer, she "was tired of seeing this sad, restrictive shapewear that literally no one wanted to wear." And thus, YITTY was born. "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."
The brand will debut with three drops: NEARLY NAKED, a lightweight collection designed for comfortable, everyday wear; MESH ME, mesh styles that are both functional and fashion-forward; and MAJOR LABEL, a super-soft assortment. Music, of course, played a part in the design with shades referencing Lizzo's significant talents in hues like Tempo Lavender and Moody Bitch Taupe. "These color names alone should make you feel like that bitch when you're putting the product on," she said.
The line, which will be sold through www.YITTY.com and Fabletics, will launch April 12. And if Lizzo's music career is any indication, the brand's thoughtful approach to shapewear is bound to sell out fast.