In association with Lizzo Fabletics, Yitty has launched the Shapeware brand

As a young girl, Lizo tried desperately to fit in literally.

The now-superstar wore a waistband and skin-tight corset at school, changing her body shape – an experience she said was incredibly uncomfortable for a protein.

“It was a really painful, embarrassing experience … because I grew up in a society where as soon as I learned about it I was ashamed of what I looked like,” said the 33-year-old singer and Detroit native, a recent Zoom. In the interview.

Finally, Lizo says, she let go of her waist and hugged her plus-size body: “I went to a place where I was, ‘Fk that’,” she laughed. “I even stopped wearing bras. I moved to the other side to free myself and find my self-love and body positivity.”

That’s when Lizo began experimenting with her own version of Shapeware.

“I started having fun creating different shapes and silhouettes and looks and realized,‘ Oh, if I don’t do something bad for my body, it’s not actually a bad thing, ’” she recalls.

Next month, Lizo will launch its own shapewear line – called Yitty, after the singer’s childhood nickname, whose real name is Melissa – through a partnership with athletic apparel maker Fabletics.

The line marks Lizo’s first business venture, outside of her work in music and entertainment (she also starred in a real dance competition series streaming on Amazon Prime Video), and her personal investment.

Bright colors, dark prints

The launch follows three years of work and many meetings with Fabletics co-founder Don Wrestler, Lizo said.

He decided to team up with Fabletics to capitalize on what he saw as an unlimited potential with the brand. Other potential partners saw Yitty as only a small capsule collection or 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.

By choosing workout gear and lounge wear, the retailer’s goal is to fill a space in the apparel market among more high-end brands, such as Lululemon, and cheap labels, just as you can get to the goal.

VIP members of Fabletics pay a monthly fee to purchase their clothing, like the subscription model, and can avoid one month for non-deposit of credit.

“We’re known for the print, for the color palette … we’re known for taking risks in space,” Wrestler said. “And that’s what we’re going to do with the Eti brand and Lizo.”

Pieces of shapewear are often worn under a woman’s clothing, but that doesn’t mean they have to stick to a neutral color, Wrestler says. This is where Eti is going to differentiate itself from other brands already on the market – offering dark neon color and patterned fabric options.

“Others who have come to the department – and made a big difference, no doubt – are still very old,” he said. “We’re taking a risk.”

When asked how big ETT could be over time, Wrestler said the company is thinking in billions, not millions.

The shapewear department is already celebrity-studded.

Kim Kardashian’s Schemes Underwear label saw a successful debut a few days before the Kovid epidemic and is now worth $ 3.2 billion, more than double what it was a year ago. Since launching in 2019 with only a selection of shapewear, the schemes have expanded into categories including pajamas, lounge wear and swimwear.

Singer Rihanna also ran successfully with her underwear line Savage X Fanti, which is known for embracing all body types and eating. The company is talking about an initial public offering valued at more than 3 billion. A spokesman for Savage X Fanti declined to comment on the IPO talks.

Last year, Fabilistics tracked its own IPO, a process the company declined to comment on. Its previous holding company, TechStyle Fashion Group, acquired Savage X Fenty and JF Brands in 2019, including JustFab and ShoeDazzle, in 2020. The company name was then Fabletics Inc. Is now the parent company of Fabletics and Yitty.

Business structure between Fabletics retailer and Lizzo declined to comment.

‘Here you are’

Yitty will debut April 12 online and in Fabletics stores with three collections of items: a selection of almost nude, everyday shapewear; Mesh M, which is designed to be worn as underwear or outerwear; And the major label, which includes pieces that are more fashion-forward but super soft, says Lizo.

Sizes range from XS to 6X and prices will range from $ 14.95 to $ 69.95

The team added that although some of the current pieces may be worn during workouts, Eti is already working on a more athletic-centric collection.

During the Zoom interview, Lizo stood up and matched the first ET drop biker shorts to model her own bright-neon yellow bra – a dress she said would withstand a sweat-heavy workout.

“It’s more about the mentality of releasing it than a product,” the singer said. “The way we feel about ourselves and the way we dress ourselves, every day, it doesn’t have to be painful and it doesn’t have to be embarrassing. It can be fun and exciting and sexy.”

Lijo added, “I wish anyone who heard about Iti – who is a fan of mine – would know that this is not an invitation to change anything in a negative way about you.” “It’s just like you. And if something doesn’t feel comfortable, don’t wear it. Don’t do it.”

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