Yitty by Lizzo, US
Yitty by Lizzo, US
Yitty by Lizzo, US
Los Angeles – After years of being pressurised to change her body, musician and activist Lizzo is teaming up with Fabletics to release a line of body-positive shapewear that seeks to empower women of all sizes.
The brand, Yitty, uses shapewear to celebrate body diversity instead of as a tool to hide or minimise flaws. To this end, the brand is intended to be worn in the bedroom, at brunch or even at the club, blurring the boundaries between innerwear and outerwear.
With a broad range of sizes, from XS to 6X, the brand is aiming to make the shapewear category more inclusive. Instead of merely sizing up or down, the dimensions have been fit and developed according to real body types.
By reclaiming shapewear as a way to celebrate body diversity, Lizzo is helping drive the Femininity Rebranded movement forward. ‘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,’ explains Lizzo.
Strategic opportunity
Instead of simply scaling sizes up, fashion brands should take note from Lizzo’s brand and create plus-sized dimensions that are derived from actual bodies
