Named after what her peers called her during childhood, Yitty is designed based on principles of self-love and inner confidence, encouraging wearers to embrace their own beauty. Because of this idea, the brand is providing a wide range of sizing options, from XS to 6XL. An official statement from Yitty reads, “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.”

It is of no surprise why Lizzo would get into the business of empowerment and body positivity, as the singer has longtime been a voice for destigmatising having larger bodies. Throughout her career, she has been at the centre of discussions and, at times, heated debates for her love and celebration of her own body, wearing clothes that show off, rather than hide, her figure in her performances and daily life. Even with her successful music career and three Grammy Awards, she is no stranger to jokes and hateful comments stemming from her appearance.

As such, she took up the challenge to create shapewear that is both functional and inclusive, in order to make women wearing them feel “unapologetically good about themselves again”. According to Lizzo, she was “tired of seeing sad, restrictive shapewear” that does not promote comfortability or self-confidence. The project has been three years in the making, and now other women can feel Good as Hell with shapewear conceptualised and seen-through to market by Lizzo herself. 

Debuting with three distinct collections on April 12, the garments will be available for purchase at yitty.com. You can follow the news closely on Yitty's Instagram.