American singer Lizzo will launch a shapewear brand called Yitty. The brand was created in cooperation with the sporting goods manufacturer Fabletics, as reported by the US news channel CNN and the specialist magazine Forbes.
Scheduled to launch on April 12th, Yitty will feature bodies, bottoms, tops and loungewear that will be available on the Yitty and Fabletics websites, as well as in Fabletics stores. A first series of images was posted on Yitty’s Instagram on Wednesday, announcing the brand under the slogan “Shapewear reinvented”.
“I’ve spent my entire life trying to change my looks or adjust my body,” Lizzo tells Forbes. The Grammy-winner says she started wearing shapewear in fifth grade — and recalls how uncomfortable and constricting the clothes were. “We shouldn’t be ashamed of our bodies and we shouldn’t have to wear these clothes to feel beautiful.”
With Yitty, Lizzo wants to create a new kind of shapewear – one in which shame has no place and in which the fashion factor is very important. The items in the collection will be available in colorful designs and prints, the pieces should also be able to be worn without additional clothing, the size chart will go from XS to 6X.
Fabletics co-founder Don Ressler, who has known Lizzo for several years, was sold on the concept and the shapewear brand was launched in 2019 with Fabletics CMO Kirsten Dykstra. Today Dykstra is President at Yitty. Fabletics takes a similar approach to Yitty, with the range offering a wide range of fits, sizes and colors, making it ‘for everyone and everyone’.