Lizzo Announces Size-Inclusive Shapewear Brand Yitty While Kim Kardashian Enlists Victoria’s Secret Models for SKIMS

Lizzo just announced that her new shapewear brand Yitty will drop on Apr. 12, and fans are already comparing it to Kim Kardashian’s SKIMS. Here’s what the two celebrities recently shared about their shapewear and what fans are saying about them. 

Side by side photos of Lizzo and Kim Kardashian.
(L-R) Lizzo & Kim Kardashian | Chris Saucedo/Getty Images; Karwai Tang/Getty Images

Lizzo recently announced her new shapewear brand, Yitty

Singer and flutist Lizzo is a multi-talented musician, and now she is expanding her brand to include more than music. On Mar. 30, the singer announced on Instagram that she is launching a size-inclusive shapewear line. Lizzo posted a photo of her underwear-clad bottom with a temporary tattoo on the exposed skin that said, “Yitty.” 

“This is a dream 5 years in the making…. Introducing @YITTY: Shapewear you can wear Underwear, Overwear, Anywhere. For Every Damn Body. 6X to Xs. Are you ready for the YITTY LIBERATION? Coming soon…” she captioned the image. 

The same day, she shared another Instagram photo promoting the brand that showed the backs of several women of different shapes and skin tones. They all had their arms across each other’s backs and wore nothing but panties, socks, and jewelry. “This is a love letter to my big grrrls, and a welcome letter to Every Body. This is *not* an invitation to change who you are… this is an opportunity to BE who you are on your terms,” Lizzo wrote in the caption. 

“I don’t know about y’all— but I’m sick of people telling me how I’m supposed to look and feel about my body,” she continued. “I’m tired of discomfort being synonymous with sexy. If it’s uncomfortable TAKE IT OFF. And if it makes you feel good PUT IT ON. @YITTY isn’t just shapewear, it’s your chance to reclaim your body and redefine your beauty standard.”

Kim Kardashian launched a campaign for SKIMS using Victoria’s Secret models

Just a few days after Lizzo revealed the upcoming launch of Yitty, Kim Kardashian started a new campaign for her shapewear brand, SKIMS. And it’s safe to say that the reality star took the opposite approach with her marketing strategy.

In an Instagram post on Apr. 4, Kardashian shared a series of photos of herself with four Victoria’s Secret models, including Heidi Klum, Candice Swanepoel, Alessandra Ambrosio, and Tyra Banks. The women all wore different styles of SKIMS in the images. 

“OK so I wasn’t supposed to be in this @SKIMS campaign but I stopped by and jumped in because it was too iconic,” she captioned the pictures. “Introducing Tyra, Heidi, Alessandra and Candice wearing our signature SKIMS Fits Everybody collection.”

The differences between Lizzo and Kim Kardashian’s marketing strategies are striking, largely because the Victoria’s Secret brand has been widely criticized for its lack of inclusivity. 

What fans are saying about Lizzo’s Yitty shapewear brand versus Kim Kardashian’s SKIMS 

Lizzo’s Yitty shapewear brand hasn’t even launched yet, and fans are already comparing it to Kim Kardashian’s SKIMS. They are sounding off in a Reddit thread titled, “Lizzo coming for Skims! Now this, I would buy.”

“I don’t think her marketing is gonna work the same. Lizzie promotes body positivity and kim the opposite,” one fan commented. “Someone who wants shapewear more likely than not wants to conform to beauty standards, so they’re more likely to trust a product by kim who has the beauty standard body also how is it celebrating your curves to make them conform.”

Other fans praised both lines but commented that shapewear is becoming another market oversaturated by celebrity influencers. “It looks cute but i hope this doesnt become another oversaturated market full of celebs,” one person wrote.

And another fan pointed out that Lizzo’s brand could compete with SKIMS, and fans will likely choose one star to purchase from. “Good for her but I can almost guarantee these will be made by the same third party company in another country lol,” the fan wrote. “You are just buying the name of the celeb you like better.”

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