Atlantic Records recording artist Lizzo (born Melissa Viviane Jefferson) is about to launch a shape-wear brand called Yitty.
The superstar rapper/singer/songwriter and body positivity activist has teamed up with Fabletics Inc. to premier Yitty, a reference to her childhood nickname. In development for some three years, the line will launch on 12 April with approximately 100 pieces divided into three collections: Nearly Naked, Mesh Me and Major Label. The clothing brand will feature bras, underwear, bodysuits, and matching sets, ranging in sizes from XS-6X.
In an announcement about her new line, Lizzo took to her Instagram account on Wednesday (3.30) with:
“This is a love letter to my big grrrls, and a welcome letter to Every Body. This is *not* an invitation to change who you are… this is an opportunity to BE who you are on your terms.” “I don’t know about y’all – but I’m sick of people telling me how I’m supposed to look and feel about my body. I’m tired of discomfort being synonymous with sexy. If it’s uncomfortable TAKE IT OFF. And if it makes you feel good PUT IT ON. @YITTY isn’t just shapewear, it’s your chance to reclaim your body and redefine your beauty standard.”
In an interview with The New York Times, the musician said she that did not want to call her products shapewear, preferring the term “bodywear”, but nobody knew what that meant, adding that she wants to help others “enjoy autonomy” with their bodies.
“I don’t want to be the only one who can enjoy autonomy with my body because I am now in a privileged position where people want to make me stuff and I can afford it.” “I want to help other people out in that way too, so they’re not just looking at me and thinking, ‘Damn, I wish I could afford custom thousand-dollar pieces.'”
Lizzo will serve as the chief executive and co-founder of Yitty and will also appear in the advertising campaigns for the clothing brand that will be sold on its own website, the Fabletics website and in Fabletics stores.
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Author: Saul Goode
Photo: Andy Witchger