Can Lizzo’s Gender-Affirming Shapewear Compete With SKIMS by Kim Kardashian? — Retail Bum

Grammy-winning musician and fashion entrepreneur, Lizzo has unveiled a shapewear line named “Your Skin by Yitty” to be released in late summer.

The shapewear line has been designed for individuals of all gender identities and will cater to a broad range of sizes, from XS to 6X, reflecting Yitty’s inclusive philosophy.

“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,” said the label in an Instagram post.

Yitty joins Skims and a host of other retail brands that are recognizing the demand and dipping their toes in the market with size-inclusive products that cater to a diverse range of bodies and lifestyles. It is estimated that the global shapewear and compression market will grow at a compounded annual rate of 7.7% to reach $6.95 billion by 2030.

That said, there is a key difference between Yitty’s and SKIMS.

While SKIMS’ branding has primarily focused on serving individuals of all sizes, shapes and skin tones…