From Lizzo to Kim K, celeb-driven brands redefine (and revive) the old-school shapewear market

Took a DNA test, I'm 100%... compression fabric? Lizzo is famous for her serotonin-packed confidence anthems. Now the star is also a CEO: Lizzo's launching a shapewear brand called Yitty (her childhood nickname) in partnership with athleisure maker Fabletics. It’ll be sold online and in Fabletics' 76 stores.

• Bold: Yitty launches on April 12 with neon bodysuits, printed smoothing shorts, curve-hugging tanks, and other boldly colored shapewear.
• Inclusive: Sizes range from XS to 6X (one size larger than Kim K's Skims) and prices range from $15 to $70 (many $$ cheaper than Lululemon).
• Comfy: As a teen Lizzo sported pinch-tight girdles and corsets at school. With Yitty, she’s focused on super-soft fabrics.

XS to 6X… sounds like success. OG shapewear was meant to be hidden. New-school shapewear is meant to be flaunted, and on all body types. Lizzo's goal: "take the shame out of shapewear by infusing the category with fashion.” It's already happening: while shapewear sales still haven't fully rebounded from their pandemic plunge (less going out = less shaping), the formerly hush-hush category is now cool.

• Celeb brands like Kim’s K’s Skims and Rihanna’s Savage X Fenty have infused new life into shapewear. Skims recently doubled its valuation to $3.2B.
• Pre-Kardashian: In the ’90s, Sara Blakely famously used $5K of her savings to launch Spanx, creating modern-day shapewear — and notching a unicorn valuation last year.