Celebrity Shapewear

Grammy-winning pop artist Lizzo has released a size-inclusive shapewear line, Yitty.

Lizzo's new shapewear line is the result of a partnership with Fabletics, an athleisure, and activewear company.

Yitty's inclusive size range spans from XS-6X and encourages consumers of all sizes to feel confident in their bodies by enhancing the wearer’s curves. In addition to shapewear, the collection also includes loungewear and underwear. With sustainability in mind, 65% of Yitty’s pieces are made with recycled fibres, and the packaging is 100% recycled.

Shapewear is rising in popularity and has become a must-have product for female consumers because of its supportive and slimming qualities. Like athleisure, shapewear focuses on comfort for the wearer and provides seamless smoothing, concealing any part of their bodies that consumers do not want to stand out. With consumers returning to their pre-pandemic lives, shapewear helps consumers make the transition from years of pandemic-related comfort-focused dressing to more formal workplace dress codes.

Consumers want clothing brands to accept and empower them as they are through inclusive sizing, without making them feel excluded from being able to wear their clothes. Plus-size retail stores focus on extended sizes, but shoppers want to be able to find clothing from standard brands that fit them without needing to extensively search through product reviews to see if size large for one brand is the same in another.

In the future, brands can stand out by cutting through any confusion by switching to more standard sizing dependent on measurements rather than arbitrary labels that consumers are already familiar (and frustrated) with.