The launch of the shapewear line marks Lizzo’s foray into the athleisure industry, and it comes after nearly three years of work with Fabletics co-founder Don Ressler.
The collaboration between the “Good as Hell” singer and Fabletics seeks to fill the gap between expensive brands such as Lululemon and cheaper ones such as Target that sell athleisure products, CNBC reported.
Lizzo’s signature line will be markedly different from other labels, such as Kim Kardashian’s Skims brand, which offer neutral and skin color tones. Her line will instead offer pieces in bold neon and patterned fabrics.
“We’re known for prints, for different colorways … we’re known for taking risks in the space,” Ressler said.
“And that’s what we’re going to do with the Yitty brand and Lizzo.”
The collection will initially offer three products: Nearly Naked, a selection of daily shapewear; Mesh Me, which can be worn as outerwear or an underwear; as well as Major Label, which will offer soft, but fashion-forward pieces, according to Lizzo.
The pieces will be available in sizes ranging from XS to 6X at price points varying from $14.95 to $69.95. In the future, the line will also reportedly offer athletic-focused pieces that can be worn during a sweat-heavy workout.
“More than a product, this is about the mentality of having liberation,” Lizzo said.
“The way that we feel about ourselves and the way that we dress ourselves, every day, it doesn’t have to be painful and it doesn’t have to be shameful. It can be fun and exciting and sexy.”
“I want anyone who hears about Yitty — who’s a fan of me — to know that this is not an invitation to change something about yourself in a negative way,” she added. “This is come as you are. And if something doesn’t feel comfortable, don’t wear it. Don’t do it.”
