Lizzo's New Shapewear Brand Will Change the Industry Forever

In addition to her upcoming album and her new reality show, "Watch Out for the Big Grrrls," on Amazon Prime, Lizzo has been working on a shapewear line called YITTY in partnership with activewear brand Fabletics. She teased the new venture in an Instagram post, writing, "I'm about to announce the biggest thing YET. Bigger than anything I've ever done. 3 years in the making. A Dream Come True. Stay tuned bitch. ❤️"

"I'm selling a mentality that I can do what I want with my body, wear what I want and feel good while doing it."

It makes sense that Lizzo, a longtime advocate of body positivity and destigmatizing being fat and healthy, would get in the business of empowering people to love themselves. She has championed a series of boundary-pushing looks that promote radical self-acceptance and new beauty standards. "I'm selling a mentality that 'I can do what I want with my body, wear what I want and feel good while doing it,'" she told the New York Times in an interview, adding that her pieces will "give everyone the opportunity to speak for themselves when it comes to how their body should look and how they feel in their body."

YITTY, named after the award-winning star's childhood moniker, makes second-skin shapewear based on the principles of inner confidence, self-love, and effortless everyday wear. The inclusive brand is revolutionizing the concept of sizing, providing options for every single body type. Per an official statement, "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."

The brand will debut three distinct collection launches: Nearly Naked, Mesh Me, and Major Label - assortments of comfortable, curve-hugging shapewear; functional and fashionable mesh styles; and everyday lifestyle pieces that are "super soft, super bossy, and super YITTY," respectively.

"I was tired of seeing this sad, restrictive shapewear that literally no-one wanted to wear," Lizzo said in the YITTY press release. "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."

Ahead, preview some of the pieces and be sure to check back here to shop the collections, which launch on April 12 and will be available to shop at YITTY.com.

from POPSUGAR Fashion https://ift.tt/A9qB2zZ

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