Tia Adeola writes a love letter to Lagos with her new collection, celebrating ten years in the industry.
Designer Tia Adeola celebrates ten years of her eponymous brand with a triumphant return to Lagos—a city that has always been present in the undercurrents of her work. Tia’s collection is reflective, revolutionary, and a powerful visual nod to legacy and heritage.
Shot by Nigerian photographer Danielle Mbonu, the campaign situates Adeola’s vision in a familiar yet reimagined context: home. Here, Adeola blends nostalgia and modernity while embracing the full depth of her heritage. Against the rustic backdrops in distinctly local settings, the models command the frame with the same fearless femininity that is known with the Tia Adeola ethos.
Tia Adeola’s evolution
Over the years, Tia has gained widespread recognition for her unique approach to fashion and culture. Growing from designing in her dorm room to becoming widely recognised, Adeola has dressed global icons like SZA, Gigi Hadid, and Kali Uchis, and has been featured in Teen Vogue, i-D, Paper, Essence, etc. In 2020, her debut runway show at the New York Fashion Week stood out for its inclusive casting and bold reinterpretation of femininity. In a defining moment, Tia also announced her brand name change from “Slashed by Tia” to “Tia Adeola”.
This new collection is not just an anniversary release—it indicates artistic maturity, where past and present collide into bolder, more rooted elements. It is a love letter to Lagos.
Adeola’s decision to base this campaign in Lagos signals the brand’s evolution. It is no longer about exporting African fashion to global markets—it’s about making Africa the creative centre. The designs remain unapologetically bold, but now they are grounded in a physical and emotional space that resonates deeply with the designer’s own journey. “Lagos has always lived in my work,” Tia says, “but now, I get to fully embrace it in a way that is both deeply personal and creatively defining.”
Since launching in 2015 while studying at The New School in New York City, Tia’s brand stands out for its storytelling through fashion. Her earliest works—ruffled two-piece sets and feather-trimmed sheer garments—were deeply influenced by Renaissance art and Black femininity. The 2018 “Black Is Beautiful” collection was a defining moment, merging historical references with Afrofuturism, a spotlight of black excellence on global runways.
Tia Adeola “Brings It Home”
Photographer Danielle Mbonu, captures the brand’s story beautifully in this campaign. The imagery speaks of home, resistance, pride, and an unwavering commitment to personal expression. Her use of shadow, texture, and subtle lighting places attention on important details. It highlights green accents—like the small Nigerian flag perched in the corner of one of the images — into quiet conversation with the models’ striking looks. Each shot tells a story that is both indigenous and universally resonant, a Tia’s signature style.
From boldly emblazoned pieces to the Nigerian flag’s representation, the pieces declare creative ownership and individuality that mirrors Adeola’s journey. The images are reminiscent of the early-2000s Nollywood glam with the bold makeup looks. There’s also a distinct infusion of Tia Adeola’s signature spiral earrings—a motif first introduced in her 2021 “RENAISSANCE RELOADED” collection. The culmination of these in the campaign gives a seamless blend of heritage, streetwear, and femininity that remains uniquely hers.
The “Tia Adeola Brings It Home” campaign doesn’t just build on the foundations of past collections—it reframes them. Here, Lagos is no longer just an influence; it is the backdrop, the muse, and the heartbeat.
As the brand enters its second decade, Adeola shows no signs of slowing down. This campaign cements her place as one of the most thoughtful designers of her generation. Rooted in culture, heritage, and motivated by a strong personality, Adeola’s work continues to evolve on her own terms.
Select pieces available this weekend in Lagos at Homecoming & Femmefest / globally on Tiaadeola.com
Campaign credits
Outfits – Tia Adeola
Photographer – Danielle Mbonu
Models – Gbinije Emmanuella, Munira Isabelle, Jessica Duru
Lighting – Oluwashogo Dammy
Stylist – Jahn Affah
Makeup – JMK
Hair – Thebraidarchive
Photo Asst – Sharon
Design Asst – Eniola Daniel
