Lizzo Launches New Shapewear Line, Yitty
And it’s as “Good As Hell”.
Lizzo Shapewear line Yitty
Shapewear is big business. The success of game-changing brands like Spanx, Kim Kardashian’s Skims, and Savage x Fenty has seen the category transform into a multi-billion-dollar business, valued at US$1.9 billion in 2020 and projected to reach US$6.95 billion by 2030, according to data by Allied Market Research. And now there’s a new player in town…

Last week, Lizzo announced that she’s launching a line of shapewear “For Every Damn Body”. It’s called Yitty, and it’s personal, not least because the brand name is rooted in her childhood (“Yitty” is what an aunt called her when she was young). The 33-year-old singer, rapper and songwriter spent the entirety of her life trying to change the way she looked, and the embarrassment and physical injuries she experienced while wearing shapewear left their mark. “It was a painful experience that led me towards hatred of my body,” she shared on a live stream with her fans last week. “[They were] a tool used to make me feel shitty about myself; I couldn’t breathe, I would be sweating profusely, and [eventually] I just said fuck it.”


Image courtesy of Yitty.


The three-time Grammy Award-winning artist has now partnered with activewear giant, Fabletics, to create 100 pieces that are as vibrant and unique as their creator, and can be worn “underwear, outwear, anywhere”. Lizzo is also focused on the versatility and comfort factor of the new range and how it connects with her broader mission. “Other than music, never have I ever been able to create something tangible that people can take home and use to make themselves feel more confident,” she says. “The confidence is from within. You put this on, and you tell yourself that you look good because I promise you, you’re going to feel good.”

Yitty goes on sale today and will comprise three collections: Nearly Naked, Mesh Me, and Major Label. These will include bras, underwear, bodysuits, and matching sets, all ranging from sizes 6X-XS. No matter what your size, you’ll be feeling Good As Hell.


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