Lizzo is launching Yitty, her line of shapewear, “For Every Damn Body,” she announced Wednesday via her Instagram.
In partnership with athletic apparel maker Fabletics—co-founded by Kate Hudson—the shapewear will come in bold neon colors and could be used as innerwear or outerwear.
The sizes will range from XS to 6X and will be priced between $14.95 and $69.95.
The shapewear market
The shapewear market saw a boom in the pre-pandemic era. In 2019, Kim Kardashian launched her underwear line—Skims—which is now valued at $3.2 billion, double what it was a year ago.
Apart from underwear, Skims now retails loungewear, swimsuits, etc.
Singer Rihanna’s lingerie line Savage X Fenty—launched in 2018—is also known for embracing and catering to all body types. The company is reportedly considering an initial public offering at a valuation of over $3 billion.
What are the numbers saying?
According to Grandview Research, in 2020, the global shapewear market was valued at $1.9 billion and is projected to reach $3.9 billion by 2028.
It must also be noted that in 2020, the shapewear market fell 24%. Though the market rebounded by 41% in 2021, it is yet to return to pre-pandemic levels per NPD group.
