We’re not even halfway through 2022, yet the celebrity brands cropping up are insurmountable. From Scarlett Johansson’s The Outset and Winnie Harlow’s Cay Skin, it seems that the natural evolution in a successful A-listers career is to launch their own label.

Now, the queen of self-love and confidence, Lizzo, is joining those ranks with the launch of her lifestyle brand YITTY. So we guess those rumours were true.

While at first glance you may assume that the 33-year-old’s label is another in a long list of celebrities jumping on the beauty bandwagon, however YITTY is anything but a cash grab or a ploy to promote her upcoming album or show Watch Out For The Big Grrrls.

YITTY is a boundary breaking shapewear line set to change the intimate apparel and athleisure world forever. With the backing of activewear label Fabletics, YITTY is the next step in Lizzo’s journey of self-acceptance and destigmatisation of, in Lizzo’s words, “big grrls.”

“This is a dream five years in the making”, Lizzo captioned the social media post announcing the brand. According to the Grammy-award winning artist, the new line is “shapewear you can wear, underwear, overwear, anywhere, for every damn body” and we love to see it.

Honestly, it’s so refreshing to see a celebrity who has been so vocal about body positivity and take onus for the lack of inclusivity in the current shapewear industry and actually make change.


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A post shared by Lizzo (@lizzobeeating)

“This is a love letter to my big grrls 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,” Lizzo wrote in another post.

“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. YITTY isn’t just about shapewear, it’s your chance to reclaim your body and redefine your beauty standards,” the star continued.

YITTY—named after Lizzo’s childhood nickname—will launch on April 12 with over 100 pieces, an ambitious venture for a first collection. Included in the first drop will be functional yet fashion-forward bras, bike shorts and underwear in three distinct lines; Nearly Naked, Mesh Me and Major Label.

Most importantly, Lizzo is single handedly changing our attitudes towards sizing. While this has always been one of fashion’s biggest failures—Bella Hadid even recently called out Saint Laurent for their unattainable sample sizes—Lizzo is making it her mission to reinvent the exclusive and often at times detrimental model.


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A post shared by Lizzo (@lizzobeeating)

“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,” Lizzo said in a press release.

This change is part of a wider societal shift around language used to describe women’s bodies when it comes to dressing—clothes are supposed to fit us, we’re not supposed to fit the clothes. Rather than opting for a traditional XS-XXXL, the sizes will start at 6X and end at XS.

While we still have a while to wait before the collection drops, we know that this range will be making us feel good as hell.

This article originally appeared on ELLE Australia.

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