Break into the company! Lizzo has officially launched its first brand: YITTY, an all-size shapewear line designed with all body types in mind.
“Instead of thinking about size in this linear way, we’re looking at a spectrum that includes everyone,” the 33-year-old singer said of her new brand, which ranges in size from XS to 6X. “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.”
The “Juice” singer has had the brand three years in the making, but according to a press release shared with Us Weekly, she’s been rocking shapewear since she was sixth.
“I was tired of seeing this sad, restrictive shapewear that literally no one wanted to wear,” she explained. “I had an epiphany like, ‘Who can really do anything about this?’ I decided to take on the challenge of making women feel unashamedly good about themselves again.”
The brand’s first launch is complete with three drops: Almost Naked, Mesh Me and Major Label. With a range of different prints, patterns and shapes, the line really does have something for everyone. Plus, with color names like Tempo Lavender and Moody Bitch Taupe, it’s safe to say the shapewear is on-brand for the singer.
While Lizzo is the face of the brand, she didn’t make it alone. She leveraged the expertise of Fabletics co-founder Don Ressler, who also works with Kate Hudson.
The artist took to Instagram to also announce her brand and surprised her fans with a “YITTY” tattoo on her bum. “This is a dream 5 years in the making…. Introducing @TITTY: Shapewear you can wear anywhere, underwear, outerwear. For every damn body. 6X to Xs. Are you ready for the YITTY LIBERATION?” she captioned the photo.
It was no surprise that the fans went crazy. “Leading with 6x instead of ending with it?!?? I’m so excited about this,” wrote one follower, while another said, “The subtle beauty of 6x-xs gives me life.” Someone else chimed in: “THE LIZZO EMPIRE CONTINUES.”
The brand launches on Tuesday, April 12 at noon EST. And if you want to be ahead of the curve, you can join the waiting list on the website yitty.fabletics.com.