Lizzo Launches Inclusive Shapewear Brand Yitty | TheRichest.com
Lizzo can go ahead and add businesswoman to her resume. The three-time Grammy winner is starting her first venture outside of music, a shapewear brand called Yitty. Shapewear is an incredibly lucrative business, and Lizzo has a hot take on the industry —help women of all sizes feel Good As Hell.
"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," she said in a statement launching her brand.
She continued "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.”
Yitty —which comes from Lizzo’s childhood nickname — is the singer’s first business. She says that she has been wearing shapewear for a long time but aspires for her line to be “radically different” than other shapewear brands on the market.
And, with color names like Tempo Lavender and Moody B---h Taupe, it's safe to say the singer is staying on-brand.
"These color names alone should make you feel like that bitch when you're putting the product on," she added.
With the launch of Yitty, the singer shared the criticism she dealt with that led her to wear shapewear at a young age.
"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," she said.
The shapewear industry has become a money-making machine, with Spanx valued at $1.2 billion, and Kim Kardashian’s SKIMS line valued at a jaw-dropping $3.2 billion —almost double what it was valued at last year.
The line will offer bras, leggings, shorts, and more.
Source: VanityFair, PageSix
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