As a young girl, Lizzo tried hard to literally fit in.
Today’s superstar wore body girdles and skin-tight corsets to school that distorted the shape of her body – an experience she felt was incredibly uncomfortable for a youngster.
“It was a really painful, embarrassing experience … because I grew up in a society where, as soon as I was aware of it, I was ashamed of how I looked,” said the 33-year-old singer and Detroit native, in a recent Zoom interview.
Eventually, Lizzo says, she ditched the girdles and embraced her plus-size frame: “I got to a point where I was like, ‘Fk that,'” she laughed. “I even stopped wearing bras. I went all the way to the other side to break free and find my self love and body positivity.”
It was at this point that Lizzo began experimenting with her own version of shapewear.
“I started having fun creating different shapes and silhouettes and looks, and I was like, ‘Oh, that’s actually not a bad thing if I don’t hurt my body,'” she recalled.
Next month, through a partnership with sportswear manufacturer Fabletics, Lizzo will launch her own line of shapewear called Yitty, after a childhood nickname for the singer, whose real name is Melissa.
The line marks Lizzo’s first business venture, aside from her work in music and entertainment (she also stars in a reality dance competition series streaming on Amazon Prime Video) and her personal investments.
Bright colors, bold prints
The launch will be followed by three years of work and many meetings with Fabletics co-founder Don Ressler, Lizzo said.
She decided to team up with Fabletics to capitalize on what she believed to be the brand’s limitless potential. Other potential partners only saw Yitty as a small capsule collection or a limited-time offer.
Fabletics also knows a thing or two about working with Superstars. The retailer started with actress Kate Hudson in 2013 and has since collaborated with other celebrities, including singer Demi Lovato and comedian Kevin Hart.
With its range of workout gear and loungewear, the retailer aims to fill a gap in the apparel market between higher-end brands like Lululemon and cheaper brands like what you’ll find at Target.
Fabletics VIP members pay a monthly fee for their clothing purchases, similar to a subscription model, and can choose to skip a month to avoid credit accumulation.
“We’re known for prints, for different colorways… we’re known for taking risks in space,” Ressler said. “And that’s what we’re going to do with the Yitty and Lizzo brand.”
Shapewear pieces are most often worn under a woman’s clothing, but that doesn’t mean they have to stick to neutral colors, Ressler said. This is where Yitty will stand out from other brands already on the market – by offering options in bold neon colors and patterned fabrics.
“Others that have come into the category – and undoubtedly made a big difference – it’s still a lot of the same,” he said. “We take risks.”
When asked how big Yitty could scale over time, Ressler said the company thinks in billions, not millions.
The shapewear category is already packed with celebrities.
Kim Kardashian’s lingerie label Skims made a successful debut just before the Covid pandemic and is now valued at $3.2 billion, double its value a year ago. Since launching with just one selection of shapewear in 2019, Skims has expanded to include categories such as pyjamas, loungewear and swimsuits.
Singer Rihanna has also had a successful run with her Savage X Fenty lingerie line, known for embracing and catering to all body types. The company is reportedly considering an IPO with a valuation in excess of $3 billion. A Savage X Fenty representative declined to comment on the IPO talks.
Last year, Fabletics was reportedly eyeing an IPO of its own, a process the company declined to comment on. Its former holding company, TechStyle Fashion Group, spun off Savage X Fenty in 2019 and JF Brands, which included JustFab and ShoeDazzle, in 2020. The company’s name was then changed to Fabletics Inc., now the parent company of Fabletics and Yitty.
Fabletics declined to comment on the deal structure between the retailer and Lizzo.
“It came as you are”
Yitty will debut April 12 online and in Fabletics stores with three collections of items: Nearly Naked, a selection of everyday shapewear; Mesh Me, which can be worn as underwear or outerwear; and major label, which includes more fashion forward but also super soft pieces, says Lizzo.
Sizes range from XS to 6X and prices from $14.95 to $69.95.
The team added that while some of the current pieces can be worn during training, Yitty is already working on a more sports-focused collection.
During the Zoom interview, Lizzo stood and turned to model her own bright neon yellow bra with matching biker shorts from the first Yitty Drop — an outfit she said would hold up to a sweaty workout.
“It’s more than a product, it’s about the mentality of liberation,” said the singer. “The way we feel about ourselves and the way we dress every day doesn’t have to be painful or shameful. It can be fun and exciting and sexy.”
“I want everyone who hears from Yitty — who’s a fan of mine — to know that this isn’t an invitation to change anything about yourself in a negative way,” Lizzo added. “It came as you are. And if something doesn’t feel comfortable, don’t wear it. Don’t do it.”