Dive Brief:

• Grammy winning artist and fashion entrepreneur Lizzo has launched a gender-affirming shapewear collection under the Your Skin by Yitty label, according to a press release and Instagram post.
• The shapewear collection, to be available in late summer, will be offered in inclusive sizes ranging from XS to 6X. Styles are designed to fit all body types, which has been a cornerstone of the Yitty brand since Lizzo first launched the company in 2022.
• Your Skin by Yitty is marketed as a brand for people of all gender identities. Since launching a year ago, the brand has created collections under the monikers of Nearly Naked, Major Label and Smoothed Reality.

Dive Insight:

In announcing the launch on their Instagram page, Yitty wrote: "When we say we support every body, we mean it. We believe in radical self-love for people of all gender identities — including the trans, non-binary, gender-fluid and gender non-conforming communities that have been chronically underserved. So, we decided to take our expertise and create styles that serve those very same communities.”

Yitty is one of several brands that is catering to a segment of the market that’s been asking for all-inclusive sizing in a product that is comfort driven and readily conforms to a wide variety of bodies and lifestyles.

The global shapewear and compression market is projected to reach $6.95 billion by 2030, a compounded annual growth rate of 7.7%, according to a report by Allied Market Research. Seeing an opportunity, more retailers are offering extended sizing across this and other apparel categories.

Yitty is a sister brand to the DTC athletic apparel brand Fabletics, which has created shop-in-shops of Yitty products within some of its retail locations. The first Yitty shop-in-shop, which opened last July, is located in Utah and is 300-square feet. At the time, the brand said it had plans to have as many as 76 shop-in-shops by the end of 2022.