Yitty reshapes size in fashion-Fashion Trends

Known for spreading positivity through female empowerment songs like the iconic Truth Hurts or with her TikToks, Lizzo wants to inject fire and messages of self-love into her brand.

On March 30, the Grammy Award-winning artist revealed a new project five years in the making, Yitty, her very own defining fashion brand. In partnership with Kate Hudson’s Fabletics, the shapewear brand includes a new “for all body” size in sizes XS to 6X.

This launch is one of the latest in a long list of celebrity-endorsed brands. While it’s most popular in the beauty industry, Yitty enters the market as a new competitor to Skims, Kim Kardashian’s solution clothing brand. Launched in 2019, Skims helped kickstart a revolution in the shapewear industry and revitalized the apparel category.

While Kardashian’s brand has seen incredible success, it also shows that there is still a lot of room for improvement and growth across the different categories of silhouettes in the market. New entrants can set themselves apart and stand out from their competitors by focusing on providing color that complements a wide range of skin tones and, of course, the right size. a variety of body types, all while still including customer favorite styles such as jumpsuits and cycling shorts.

That’s where Lizzo Yitty comes in, a brand designed for “Every Body”. Having spent most of her life wearing shapewear to alter her appearance to conform to accepted beauty archetypes and standards, Lizzo created Yitty not an “invitation to change.” who you are” but an “opportunity to be who you are on your terms”.

In a way that’s in line with Lizzo’s stance, her new label isn’t about hiding and shaming the shapewear, but about embracing it the same way we hug our bodies. Unlike other brands that focus on skin or nude color palettes, Yitty brings to market bold and vivid colors that come with different textures.

Staying true to the “nothing to be ashamed of” concept, this is “a piece of clothing you can wear undergarments, overwear anywhere”, meaning it gives consumers the freedom to wear products in such a way that they feel most comfortable and thus counteract the current limitations of shapewear.

Yitty is more of a passion project than a fashion product. It’s about confidence and the mentality that we should be free to do whatever we want with our bodies, wear what we feel comfortable in, and stop being embarrassed about shapeshifting clothes.