Lizzo is an outspoken advocate for body positivity. Through her music and public persona, the star regularly champions self-love and inclusivity. In the latest show of that commitment to celebrating diversity and challenging conventional beauty standards, Lizzo just launched Shaping Swim, a gender-neutral swimwear meets shapewear collection for her celebrity-loved brand Yitty.
We take our hats off to Lizzo and brands lIke SKIMS, Left on Friday (Jenna Lyons is a fan), CUUP, Good American and New York swimwear designer Malia Mills, who introduced swimwear with bra-style support and dared to sell swim as separates, that support the body positivity movement. Not to mention liberating generations from the outdated notion that trying on or wearing a swimsuit is a terrifying ordeal.
According to a story published in Vogue Business: "A lack of innovation in swimwear has opened the market up to disruption." So we can expect to see a whole lot more innovation and inclusivity. A market research report by Fortune Business Insights states that the booming global swimwear market is projected to grow from $20.47 billion in 2023 to $27.56 billion by 2030.
Lizzo's new Shaping Swim collection was created to meet customers' demands using the same "shaping and smoothing technology" that Yitty has become known for. The new line is designed for sizes from XS to 6X and features seven shaping, sculpting swimsuits, which range in coverage and come in six chic shades.
With its emphasis on fabric innovation, the high-tech body-neutral swimwear line features double tricot-layered compression in the waist and stomach areas to "comfortably smooth and cinch curves." In addition, extra tricot slings and stabilizers are woven seamlessly into the bust area to uplift, define and give enhanced support.
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To celebrate the release of this new launch, Yitty also dropped a stunning advertising and video campaign with surreal visuals inspired by the colorful and dynamic swimsuit styles of the late 90s and early 2000s. This captivating visual story highlights the collection's fusion of style and functionality in a way that inspires everyone to embrace their unique beauty.
