Lizzo launches Body Positive Shapewear line Yitty
Grammy winner Lizzo has launched an inclusive Shapewear line in partnership with activewear giant Fabletics.
Named ‘Yitty’ after her childhood nickname, it comprises of three different lines: “Nearly Naked,” which features seamless garments; “Mesh Me,” a collection of mesh styles that can also be worn as outerwear; and “Major Label,” which focuses on everyday lifestyle pieces. Ffounded on the principles of self-love, radical inner confidence Yitty is a “no-shame, smile-inducing” shapewear brand including sizes for every body and can be “effortlessly worn every day”.
The lines took three years to develop and the color palette features fun names like “Tempo Lavender” and “Moody Bitch”. Over 65 percent of the piecesare made from recycled fibers and come in packaging made from 100 percent recycled materials. More importantly the designs have also been adapted to “fit every size and body type – and not just scaled up (or scaled down) for convenience”. With sizes ranging from XS to 6X it is the most inclusive shapewear brand of all after Rihanna’s Savage x Fenty and Kim Kardashian’s SKIMS.
Lizzo is the chief executive and co-founder of Yitty while Kristen Dykstra, the former chief marketing officer of Fabletics, is president. Fabletics was co-founded by actor Kate Hudson in 2013 with her business partners Adam Goldenberg and Don Ressler. The brand has launched a workout line with singer Demi Lovato and a velour collection with actor Vanessa Hudgens. In 2020, the brand entered menswear with comedian Kevin Hart as the face of the line.
‘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. 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 said in a statement.
With US prices for leggings ranging between 69.95 to 74.95, and bras between 49.95 to 59.95, Yitty will be available from April 12, 2022 on its own website at www.yitty.com, on the Fabletics website and in the 76 Fabletics stores. It will also be available at Lizzo tours and will be featured in her videos and TV shows.
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