Agyness wearing her fashion label, Title A, during NYFW in February 2014 [Rex]
In this week’s magazine (out today, ring the alarm!) we speak to the wunder-model that was Agyness Deyn. We say ‘was’ because the Manchester-born beauty officially retired from the fashion scene back in 2009 to pursue a life in L.A. and kick-start an acting career. She has since changed her shock of a blonde quiff into a classy auburn lob (that’s long-bob) and married actor/director and funnyman Giovanni Ribisi. We thought we’d lost the leggy lovely forever, but we’re pleased to announce that the fashion bug caught up and Agyness, along with her sister Emily and design partner from her Dr Martens collab, Tracy Moore, has launched a sharp, new ready-to-wear label: Title A. We spoke to Agyness 2.0 in-between takes to discover why she’s taken up a role behind the camera and here’s what we learnt…
1. Title A is not what you’d expect – but we weren’t the only ones to be surprised: Were you thinking grunge tomboy? Us too. ‘We had that reaction from a lot of people who came to see it, but in a really pleasant way, in like oh wow, wow, yeah!’ Agy tells Grazia. ‘Other women were also craving the same simplicity, eclectic basics and something a bit more irreverent.’
Instagram sneak-peeks before the label launched last week on Net-A-Porter [Instagram]
2. She’s not averse to an all-nighter in the office: From the studio in Los Angeles, team Title A has been working flat out to get things off the ground. ‘I really love, you know, having a company. It’s day in day out, we have an office we go in every day, you know it’s like we’re all there at nine AM, we all leave really late some nights, pulling all-nighters sometimes. Because we’re even shooting our own product shots, own campaign and then doing all the shipping… We’re doing every single role possible in the whole company, designing the collections with Tracy, sourcing fabrics, factories, production, samples, fittings. Costings, sewing, business, budgeting, production, press, talking to people about the brand… The three of us do everything, even building the website.’
A selection of the best Title A bits available on Net-A-Porter.com NOW!
3. Net-A-Porter were into it from the start: The e-commerce giants are the exclusive stockists for Title A’s debut season. ‘They’ve been so supportive from the very beginning. We met up with Ben (Net’s Buying Manager) at the beginning and really asked his honest opinion about what we were doing. It feels like they’ve been with us all along so when they did see it finished and loved it, we were just so happy. Once you create something and somebody else wants to stock it and have faith in you.’
The new Title A lookbook featuring the camel cord suit and pillar skirt (under velvet dress) that Agy loves
4. It’s taken a year to get things off the ground. ‘We’ve all basically had an agreement to throw ourselves into it, you know, 110 per cent. It’s so great - productivity it’s the route to morale, isn’t it? We all work so great together.’
Title A's moody moodboard for the season
5. Agyness is inspired by all walks of life – not just the fashion biz. ‘I love the way different people and different religions and, you know, different countries dress… from the Amish to Indian ladies,’ explains Agy, ‘Basically [it’s about] older women, the clothes don’t wear them… Patti Smith and even men that also swing towards feminism.’
6. Her wardrobe has been affected by L.A. life: Instead of sloganned tees, neon, leathers and punk denim of her looks passed, you’ll now see Agy in an understated mix of tailoring with mannish shoes: ‘I definitely feel like it’s become a little bit more simple, or like clean and minimal… You do just grow up and your style changes as you get older, you get older every single day,’ laughs Agy. She’s not wrong.
The white silk dress Agy favours, as pictured in the Title A lookbook
7. Agy’s top picks include the ‘monkey’ dress, camel cord suit and the ‘pillar’ skirt: ‘I love the monkey dress, the white silk dress which is so beautiful, I love the suits, the camel cord suit is amazing, and it just feels so comfortable and luscious and we have these amazing pillar skirts, that are kind of mid calf, quite like an orthodox Jew… that length and then the split us really high at the back, so it’s a little sexy, so it’s a balance of simplicity and being a bit sexy.’
The Title A campaign woman: photographer Moni Haworth
8. She’s not going to be in the campaign or lookbook: ‘We actually used one of our friends Moni. She’s a photographer herself and she’s taken pics of me in the past - I love the way she looks. When we asked her she was like no… but then one of our friends Zara shot it. [Moni] is older, which is really great. We also wanted to portray women of every age are beautiful and that’s what the brand is about, it’s for a woman.’
9. Agy can’t believe the launch day has arrived: ‘I’m like holy sh*t it’s finally here!’ And we’re very pleased to welcome it - let the shopping commence.
WANT TO SEE MORE OF AGY'S FASHION TRANSFORMATION? Check out the gallery below! >>