TTYA [LAB] enters a new era with Gabriel Moses campaign & exclusive ASOS launch!

More than a decade after Irene Agbontaen first challenged the fashion industry’s approach to tall women, TTYA returns with a new proposition. Launched during London Fashion Week on 18th September, TTYA [LAB] introduces a new wardrobe system built specifically from a tall-first perspective.

Moving beyond individual pieces, the new 12-piece collection is designed around the philosophy Rotate. Layer. Repeat. - offering a considered wardrobe system where proportions are accounted for from the outset. Sleeve lengths, torso measurements, rises and inseams have all been developed with tall women in mind, placing fit at the centre of the proposition.

The launch is accompanied by a campaign photographed by acclaimed British-Nigerian artist and filmmaker Gabriel Moses, bringing together two British-born Nigerian creatives at significant points in their respective practices.

For Agbontaen and Moses, the collaboration draws from a shared perspective shaped by London and Nigerian heritage, alongside careers that have moved fluidly between fashion, music, art and contemporary culture. Moses’ visual language provides a distinctive setting for TTYA [LAB], reflecting the brand’s evolution beyond its original purpose.

TTYA was founded to address an overlooked problem within fashion, creating clothing that properly accounted for the proportions of tall women. With TTYA [LAB], that original mission remains at the heart of the brand, while the new proposition expands its focus towards a more considered approach to how a wardrobe is built, styled and worn.

The campaign and collection mark the beginning of this next chapter, bringing together Agbontaen’s experience in reshaping the conversation around tall womenswear with Moses’ increasingly influential creative practice.

TTYA [LAB] is available exclusively through ASOS, with the full collection and campaign now available to explore via ttyalab.com.