Dive Brief:
- Grammy-winning artist Lizzo this week launched a collection of swimwear — Shaping Swim — under her Yitty label.
- The collection of seven silhouettes in six colorways and one print took two years to create after the brand received increasing demand from customers for a line, according to a company press release. Sizes range from XS to 6X, and the collection boasts features such as being chlorine resistant, having adjustable straps and being sustainably designed with recycled nylon spandex. Swimwear pieces use the same smoothing and shaping tech from its Nearly Naked shapewear collection, the company said.
- Shaping Swim is being sold exclusively on the Yitty website and offered only during peak swim season, per the company.
Dive Insight:
Yitty’s swimwear collection comes as the brand celebrates its second anniversary after launching in the spring of 2022.
Pricing for the collection varies depending on if a customer is a VIP member of Yitty or Fabletics, its sister company. For $59.99 per month, the membership affords customers discounts of between 20-50% off everything across both sites, per the company website.
“Yitty’s Shaping Swim collection establishes a new standard by seamlessly incorporating cutting-edge shapewear technology into stylish swimwear silhouettes,” Kristen Dykstra, Yitty president, said in an email. “With a focus on inclusivity across size range, design, and affordability, this collection draws inspiration from Yitty’s top-selling Nearly Naked shapewear collection, strategically incorporating compression zones to support and enhance all curves.”
Lizzo introduced the launch with several videos on the Yitty Instagram page and her personal account, which has over 12 million followers. The same videos were posted on her TikTok page, which boasts more than 26 million followers.
"We have spent the past two years infusing our best-selling, ground-breaking shapewear technology into water friendly sexy, swim silhouettes for every damn body — so now I can finally stop wearing Nearly Naked in my pool,” Lizzo said in a statement.
Yitty has been growing since Lizzo partnered with Fabletics to launch the line. By the summer of 2022, Fabletics had launched Yitty shop-in-shops in its stores with a plan to have up to 76 locations. Last spring, the brand launched a gender-affirming shapewear collection and partnered with resale platform ThredUp to allow customers to purchase secondhand Yitty products.
However, the shop-in-shop concept stalled out in 2023 and is no longer inside the Fabletics stores, a company spokesperson confirmed, adding that all Yitty products are now sold exclusively on the brand’s website. “As both the Yitty and Fabletics businesses have continued to grow and expand into new categories, we no longer had enough space in stores to showcase each brand to its full potential,” the spokesperson said in an email. “So, for the near term, Yitty continues to be sold exclusively through Yitty.com until the brand is ready for its own dedicated retail experience that showcases the full expression of the brand and a more complete range of the assortment.”
Fabletics has partnered in the past with several celebrities on collections, including actor Vanessa Hudgens. The Yitty swimwear launch comes at the same time that Fabletics announced its third collection with media personality Khloé Kardashian, which features 26 pieces that includes a compression swimwear offering for the first time.
