Behind Yitty, Lizzo’s new shapewear brand

Lizzo is all about body courage. Her entire work celebrates and stands for women of all types, all colors, all shapes and sizes. It is also from there that she started her newest venture Yitty in partnership with Fabletics, Inc. Just when we thought there is no more space in Hollywood for shapewear, the Truth Hurts singer joined the list of celebrity stars like Rihanna and Kim Kardashian’s Skims (currently valued for over 3 billion) to birth her brand. But her ethos sets the part. “I am selling clothes but I am also selling a mentality, a lifestyle, a brand” she said in an Instagram live. “I have worn shape wear for a very long time, from middle school” she added, saying that her memory with shapewear is filled with discomfort and pain because it felt like a tool that was used to make her feel shitty about her body.

“My vision was to create shapewear that you can put on underwear, over, or wear alone without feeling ashamed about clothes and your body” she said. The brands first release, features three different collections: “Nearly Naked,” a line of seamless shaping garments, “Mesh Me,” featuring transitional underwear pieces, and “Major Label,” an assortment of everyday lifestyle designs.

Over 65% of the styles are made with recycled fibers and come packaging in 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 designs have also been fitted on “every size and body type—not merely scaled up (or down) for convenience.”

In a press release introducing the brand, Lizzo explained, “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.”

Yitty, the name of her Brand is also her childhood, a name she once hated alot but has grown to love. Part of the collection from the brand will be available on April 12th for purchase on line.

In addition to shaping garments, the first drop will include loungewear and underwear.

Written by ASFA News

ASFAs News Editor- A seasoned writer with a splash of fashion and dramatic expressions. Thank you for sharing your time with me.


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