TTYA [LAB] Taps Gabriel Moses For New Launch

TTYA [LAB], the evolution of the pioneering tall womenswear brand founded by Irene Agbontaen, has launched during London Fashion Week with a new collection, a new creative direction and a campaign photographed by acclaimed British-Nigerian artist and filmmaker Gabriel Moses.

More than a decade after Agbontaen first challenged the way fashion approached tall women, TTYA returns with a new proposition: wardrobe systems for tall women. Built around the philosophy Rotate. Layer. Repeat., TTYA [LAB] has introduced a 12-piece wardrobe designed from a tall-first perspective, with proportions considered from the outset across sleeve lengths, torso, rises and inseams. Rather than adapting conventional sizing for a taller customer, each piece begins with the proportions and lived experience of tall women.

The launch is accompanied by a campaign photographed by Gabriel Moses, bringing together two British-born Nigerian creatives at defining points in their respective practices. Agbontaen and Moses share a perspective shaped by London, Nigerian heritage and careers that have moved fluidly between fashion, music, art and contemporary culture.

Their collaboration signals the next phase of TTYA: a brand first created to solve an overlooked fashion problem, now returning with a broader cultural and creative ambition.

“There was something incredibly natural about working with Gabriel on this chapter,” says Agbontaen. “We’re both British-born Nigerians whose work has been shaped by London, music, fashion and culture, but we’ve built our practices in very different ways. I wanted the campaign to feel bigger than simply photographing clothes. It needed to communicate where TTYA is going and the world we’re building around it.”

“When I launched TTYA, tall fashion was constantly described as a niche. I never saw the women as niche. The industry simply hadn’t been built for us. Over the last decade, I’ve had the opportunity to understand how brands, artists and communities build culture. TTYA [LAB] is me bringing all of that knowledge home. It’s not about creating a separate wardrobe for tall women. It’s about giving tall women the same consideration, design and cultural relevance that fashion gives everyone else.”

The world of TTYA [LAB], the campaign and collection, can be discovered at ttyalab.com, with the debut collection available to purchase exclusively on ASOS.