Lizzo is entering the shapewear market with her new brand, Yitty.
The Grammy winner said in a recent Zoom interview that she's been wearing shapewear "for a long time" but has always been disheartened by "sad, restrictive shapewear." She explained,
“It was a really painful, shameful experience ... because I grew up in a society where as soon as I was aware of it, I was made to feel ashamed of how I looked. I got to a point where I was like, ‘F--k that.' I stopped wearing bras even. I went all the way to the other side, to liberate myself and find my self-love and body positivity.”
Lizzo said that's when she started experimenting with her own version of shapewear.
“I started to have fun with creating different shapes and silhouettes and looks and realized, ‘Oh, this is actually not a bad thing if I’m not doing something bad to my body.'"
Lizzo wanted her line to be different from the depressing shapewear of the past. She said that Yitty isn't a product, but a mentality.
“More than a product this is about the mentality of having liberation. The way that we feel about ourselves and the way that we dress ourselves, every day, it doesn’t have to be painful and it doesn’t have to be shameful. It can be fun and exciting and sexy.”
She had one last plea for her fans and potential customers,
“I want anyone who hears about Yitty — who’s a fan of me — to know that this is not an invitation to change something about yourself in a negative way. This is come as you are. And if something doesn’t feel comfortable, don’t wear it. Don’t do it.”
Yitty will debut on April 12 with sizes ranging from XS to 6X.
