SKIMS, watch your back — Lizzo has entered the shapewear game.

The singer, long heralded as a leader of the body positive movement, just launched YITTY, a line of shapewear, underwear, and loungewear created in partnership with Fabletics.

The line debuted with three collections: "NEARLY NAKED," lightweight shaping garments; "MESH ME," smoothing mesh styles that can be worn as inner or outerwear; and "MAJOR LABEL," an assortment of athleisure essentials such as leggings and sweatshirts.

Available in sizes XS to 6X, YITTY's sizing doesn't just scale up and down — it takes different body types and proportions into consideration, too.

Interestingly, the range is priced based on a subscription model. To snag pieces at a major discount ($23.38 instead of $64.95 for a bodysuit, for example), prospective shoppers must join a VIP membership program for $49.95 a month — a feature some customers are complaining about on Twitter.

Lizzo, an outspoken proponent of normalizing all bodies, is an apt celebrity to take on the shapewear market.

"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," she said in a press release. "Because of this, I’ve been wearing shapewear for a long time, maybe since I was in fifth or sixth grade.”

As high-octane campaign images reveal, YITTY mirror Lizzo's empowering, celebratory music. Full of bright colors and patterns, the collection takes a bold, directional design approach — much different than SKIMS, known for its simple cuts and muted, solid colorways.

As pandemic restrictions ease up, shapewear sales have spiked, opening the door for newcomers to the category — and consequently, more competition.

Authenticity and storytelling are cornerstones of any successful brand, keys that Lizzo skillfully wields when it comes to her public persona. Just like her musical career, I daresay YITTY is a banger.

What To Read Next

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.