Lizzo Makes Moves with Fabletics, Promotes Self-Love with Yitty
The Grammy Award winner has launched Yitty, a shapewear brand that celebrates all bodies
Lizzo is moving into athleisure with Yitty, a new shapewear line designed for women of all body types and sizes. The shapewear line launches April 12 in collaboration with Fabletics. April is shaping up to be a big month for Lizzo – she will be hosting and performing on SNL this month and has a new album coming out.
Lizzo, who also owns a stake in Hydrow, an at-home rowing company, says the new shapewear brand is a nod to a childhood nickname.
Looking to disrupt the apparel industry with a fresh approach, Yitty will feature pieces in sizes 6X to XS. “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,” says Lizzo on the brand’s intention to be inclusive.
The musical performer says she spent much of her life being told to conform to a certain standard.
“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. Because of this, I’ve been wearing shapewear for a long time, maybe since I was in fifth or sixth grade,” Lizzo reveals.
Instead of the shapewear just concealing beneath an outfit, Lizzo says the Yitty collection will embrace curves and contours and can be worn anywhere.
“I was tired of seeing this sad, restrictive shapewear that literally no-one wanted to wear. 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,” says Lizzo.
Yitty’s April 12 launch will debut with three drops:
- Nearly Naked: a lightweight seamless collection
- Mesh Me: a blend of fashion & function, designed to wear as underwear or outerwear
- Major Label: a variety of everyday lifestyle pieces
The pieces will feature a “musical spin” with fun colors, 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,” Lizzo said in a press release announcing Yitty’s release.
Lizzo has been promoting Yitty on her Instagram page, revealing some of her favorite pieces. In one post, she models “the butteriest leggings in the game.”
In addition to being size-inclusive, the shapewear brand is environmentally friendly and is certified as Carbon Neutral. Over 65 percent of Yitty’s styles are made with recycled fibers and packaged in sustainably designed packaging made entirely of recycled materials.
In teaming up with Fabletics, Yitty will be able to offer affordable price points and reach millions.
“Lizzo is the quintessential business partner,” says Kristen Dykstra, President of YITTY. “She is famous for her music, but beloved for her commitment to driving important social change. Creating this brand has been a long-term dream of hers; to revolutionize shapewear and build a brand and community that makes a difference in people’s lives. Lizzo has an incredible vision for this brand, and her commitment and passion for what we are creating together has inspired everyone around us. We are thrilled to partner with her on bringing her vision to life.”
Fabletics was reportedly considering an IPO last year.
Lizzo fans are cheering on social media with some making plans ahead of the Yitty launch.
“Popped on to @Fabletics to place an order & saw @Yitty “coming soon” & was like ‘lemme hold on to some of these credits so I can secure some pieces when it drops!’ I’m ready @lizzo” writes a Lizzo fan on Twitter.
“I knew I was saving my Fabletics credits for something!!! Can’t wait to buy from @Yitty next week @lizzo,” shares another.
Select Yitty styles will be available at Yitty and in Fabletics retail stores nationwide and Fabletics.com. Pieces will range from $14.95 to $69.95.
