Lizzo has announced the launch of her new all-inclusive shapewear brand, Yitty.
According to a press release for the brand, Yitty is “a revolutionary shapewear brand” and exudes “self-love, radical inner confidence, and effortless, everyday wear.”
Three-time Grammy winner Lizzo said of the line: “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.”
Named after the Truth Hurts singer’s childhood nickname, Yitty is Lizzo’s first business.
The brand’s sizes range from XS to 6X, and the collection will launch on April 12.
Lizzo, 33, said: “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.”
In an Instagram post on Wednesday, Lizzo wrote: “This is a love letter to my big grrrls, and a welcome letter to Every Body.”
“This is *not* an invitation to change who you are…this is an opportunity to BE who you are on your terms.”
“I don’t know about y’all—but I’m sick of people telling me how I’m supposed to look and feel about my body. I’m tired of discomfort being synonymous with sexy.”
“If it’s uncomfortable TAKE IT OFF. And if it makes you feel good PUT IT ON. @YITTY isn’t just shapewear, it’s your chance to reclaim your body and redefine your beauty standard. I love y’all.”
The launch will feature three collections, including the “lightweight seamless” Nearly Naked, a “smoothing mesh style” in Mesh Me, and a variety of “everyday lifestyle pieces” with Major Label.
The colour names of each piece — like Tempo Lavender and Moody Bitch Taupe — are a testament to Lizzo’s musical expertise.
She said: “These colour names alone should make you feel like that bitch when you’re putting the product on.”
so honored to be a part of this ^.^ me for yitty @lizzo 🖤 pic.twitter.com/hl12bzRoZH
— three 6 gothia (@luhshawnays) March 30, 2022
Lizzo also shared that past criticism of her body led her to wearing shapewear at a very young age.
She said: “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.”
President of Yitty Kristen Dykstra said Lizzo is “the quintessential business partner.”
She said: “[Lizzo] 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.”
Yitty is a carbon neutral company that prides itself on being eco-friendly. More than 65 percent of its styles are created with recycled fibers and its packaging is made with 100 percent recycled products.
I KNOW YALL SEE THE #LizzosBigGrrrls !! WE COMING THIS FRIDAY MARCH 25TH!!! I CANT CONTAIN MYSELF – UNTIL THEN ENJOY THIS VIDEO OF US FUCKIN IT UP 🔥🔥🔥🔥🔥 pic.twitter.com/WQc2i2PYUi
— FOLLOW @YITTY (@lizzo) March 23, 2022
