“I think there is space for another brand to bubble up and control that narrative,” Ms. Harrington said. Perhaps because, despite all the advances in the sector, the overriding aesthetic has remained tied to the Barbification of the body.
That’s where Yitty comes in.
A Briefer History of Yitty
Though it may seem, in the wake of Fenty and Skims, that Lizzo, 33, is simply jumping on the celebrity shapewear bandwagon, she has actually been thinking about the sector since she was 12.
That, she said, was when she was growing up in Houston (her family had moved from Detroit when she was 10) and, starting in middle school, learning to be “ashamed of my body.” Later, once she had begun to assert herself musically, she rejected that mind-set, and the undergarments that came with it, entirely. And it was only after that, when she finally started to “have fun with my body, creating shapes and allowing my body to be curvaceous, loving the rolls that you’re supposed to hide, and exploring through fashion,” that she started to think about shapewear again.
“I went to a store — I won’t name the store — looking for something for a party,” she said. “And the shapewear aisle was in disarray, like someone went in there in a mad dash looking for something they couldn’t find. There were pieces on the floor, and there were only three colors — jet black, ivory white or pink, the color of my nails.”
Lizzo waved her hand, with its long, pointy nails the color of ballet shoes. “No one is that color!” she said. She got serious about changing that around the time of “Truth Hurts,” when she had a handful of meetings with different brands. “I was like: ‘Guys, I’m telling you, I’m trying to revolutionize shapewear and our relationship with it and with our bodies,’ and they were like, ‘Well, you could do a capsule collection with us for X, Y and Z,’ and I was like, ‘They’re not getting the vision!’”
Source: NY Times