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YITTY: Lizzo's New Shapewear Brand

YITTY: Lizzo's New Shapewear Brand

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.

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.