Lizzo drops some new bras – WWD

Lizzo discusses the contents of her underwear drawer.

Plunge bralettes, high-waisted briefs, bodysuits, thongs in neon lime green and rosé shades, plus black, brown, nude and white pieces. The assortment is a new collection called Smooth Reality, part of the singer’s fashion brand Yitty. . The inventory is down this month.

“I’ve been wearing it for a while now because I’m lucky enough to be able to wear all the prototypes and stuff,” Lizzo told WWD by phone from her home in Los Angeles. I wear Yitty every day, it’s wild, I don’t even have to pack anything anymore because I just throw Yitty [in a suitcase]She wears Yitty shapewear on stage. I have the Yitty bodysuit that I wore earlier in the show. After the show, I’m on Yitty’s Pet Me. I belong to her major label while working out. Like, I’m totally in the Ittiverse.

She’s not the only one. Through her albums, concerts, reality shows, the documentary “Love, Lizzo”, fashion her Yitty with her brand, and more, fans around the world are just stepping into her Yitty world of Lizzo. increase. ”

It’s no surprise that the Grammy-winning singer is busy. Lizzo, whose real name is Melissa Jefferson, just returned from New York and she made her second musical appearance on ‘Saturday Night Live. She’s also touring, promoting her upcoming album (due for summer 2023) and growing her Yitty brand. But she got to chat with her WWD about the brand’s latest expansion plans in her 10 minutes.

“Basically, we’re going to give you a chilled version of Nearly Naked,” says Lizzo. “What you want to wear every day” [outfit], see? So I was thinking we need to do something like the Nearly Naked sisters that have this high compression. But now, when I just want to put on my bra and panties, I need something smoother and softer. ”

Yitty expansion comes at an interesting time. After nearly three years of lockdown loungewear and consumers buying bras and underwear to stay at home, almost every major fashion house (and a few celebrity brands too) have launched their innerwear for sale. inner category. Some critics say the market has no room for new players. At the same time, the activewear trend continues. And the return of in-person events has put shapewear back in the spotlight.

Lizzo — who co-founded Yitty (named after her childhood nickname) with Fabletics Inc., the parent company of Kate Hudson’s activewear brand Fabletics — in March 2022 — said she “exactly That’s when,” he said.

“I wouldn’t say the market is saturated with shapewear,” she said. “When I first had a meeting about shapewear, maybe she had three or she had only four brands. Compared to other types of apparel, [categories] it is relatively small. So it feels like Yitty came at the perfect time. ”

She added that the current demand for the product is so high that she is not considering selling the brand or merging with a large company to expand its scale.

“I don’t think it’s necessary now,” said Lizzo. “Yitty is doing a great job on its own right now, and since Yitty is just getting started, I want to focus on my brand for now.

“Yitty is basically a dream come true,” continued the entrepreneur. “In the world of fashion, I feel like I always had to forge my own path. And I had a lot of ideas that I wanted to implement that simply didn’t exist, so when I started Yitty, I felt like I had to create something myself. I need to like… I want to start with shapewear and create products that you can wear and feel comfortable with.”

There’s been a lot of talk about diversity and inclusion in the fashion industry lately. But the musician has always been outspoken about embracing his size, with one Instagram post saying, “Backrolls and all, and showing them love.” Hmm. And she was reluctant to say whether she felt the body positivity movement was real or just performance.

“Everybody is like, ‘How’s my shopping experience? How’s my shopping experience?'” Lizzo said. “For the life of me, it doesn’t matter what your body type is. I hear people always struggle to find something they like that fits them. So I don’t know.” I can’t answer that question, I know what Yitty does, and we’re working to be inclusive, not just because we want to be inclusive. Just because, because you can, and I think that says a lot.

“It’s not just about selling products, it’s about selling feelings,” she continued. “I don’t want to force people to buy anything. And I think I’ve been in the same boat. That’s why I started a brand on my own terms. And obviously people are into shapewear.” i think you were very excited [that] We continue to expand our brand into other types of apparel. ”

Launching three collections, Nearly Naked, Mesh Me, and Major Label, Yitty now includes Pet Me, Headliner, and Smooth Reality lines, which include categories for shapewear, loungewear, activewear, and innerwear. I’m here. And the singer said that there is still a long way to go.

“The sky is the limit,” said Rizzo. “I mean, there’s so much you can do with Yitty. And everyone loves what we already have, so we can go anywhere.”

Smooth Reality, which releases on Sunday, is available at Yitty.com. The collections range in size from XS to 6XL and are priced from $15.95 to $59.95.