If you’ve ever wondered what Tyla’s favourite on-stage outfit was, it’s probably designed by TIT4TATS, the fashion brand that designer Tatjana Clarke has developed since 2021, with the aim of perfecting a silhouette flattering to the female body, disrupting the industry one piece at a time. We just linked up with London based fashion designer Tatjana to hear everything from the inspiration for her pieces, to how having a core friendship group can bring you all the confidence you’d ever need. Keep reading to find out what went down.
Interview by Lauren Mohindra.
Since founding Tit4Tats in 2021, your designs have become an It-girl staple. If you had to describe the type of person who you envision wearing Tit4Tats, what would you say?
“I think that there’s not a one-size-fits-all with the Tit4Tats customer. I’ve seen so many different types of girls wearing our stuff and they all look amazing. If I had to maybe put my finger on it I feel like they plan their whole summer on their festival outfits, love to dance, obsessed with nostalgia and 2000s, looking up old music videos, watching The Simple Life, that sort of vibe. They’re definitely not afraid to show a bit of skin.”
How has your approach changed since launching Tit4Tats?
“I think, especially this year, I’ve really understood the power of collaboration and delegation. Even though I’m a little bit of a control freak and perfectionist, I don’t need to do everything myself. It’s actually really helpful, you can learn from your peers so much by working together and working with people that maybe are better in a certain area to make your outcome even better.”
What’s Tit4Tats’ unofficial anthem?
““Dirrty” by Christina Aguilera.”
Who’s someone you would love to style in one of your designs?
“I’ve always said Rihanna is just like the number 1 I would absolutely lose my shit like I love her music and just how she puts an outfit together. I’d love to see how she styles our designs. We’ve worked with Tyla a lot, but not for a while. I think she’s just the embodiment of the Tit4tats muse and would love to work with her again.”
Where do you get your inspiration from?
“I feel like it’s definitely a big mixture of like 2000s daring body conscious bright colour combinations mixed with a sort of Mad Max-esque, distressing and layering, creating textures and unusual silhouettes. I always really kind of just design stuff I want to wear myself so that plays into it as well.”
Your website describes you as “a woman making clothes for women.” Why would you say it’s so important for women to be the behind designs made for women?
“I feel like we do just have a certain insight into particular things and where we want clothes to flatter us or certain insecurities that we don’t want to show that maybe a man wouldn’t pick up on. For example, our survivor vest. I’ve cut the rips in a certain way to create almost an illusion around your waist and to just bring it in a bit. And I feel like a man maybe wouldn’t pay attention to that. He wouldn’t cut them in the same sort of way to prioritise that, which I think is just an added extra thing that the girls would just appreciate.”
Can you tell us what inspired you to begin designing clothes?
“So my mum actually took me and my sisters to these sewing classes when I was like seven. I’d never sewn before, but I’ve always had quite a practical, like maths-y side of my brain, I also loved drawing and art. So I think it blended those two quite well in the construction of an outfit and then also designing it. I just loved it ever since.”
Have you ever seen your designs being worn on someone in public? How did that make you feel?
“Yes! I’ve been so lucky to see that so much. I feel like festivals are a breeding ground for Tit4tats. And I’ve just had so many people come up to me and say they love the brand, which is amazing as well. I think it’s so nice to see how someone puts their own spin on something you’ve made, that you don’t always think about it when it’s just laying in the workshop, how someone else is going to wear it, or surprise you of how they’ve maybe styled it differently with a new word. And just, it’s really interesting to see.”
What is your dream for Tit4Tats in the next five years from now?
“I would love to have a shop in London, I feel like that would be sick and it’s just nice to be able to have something a bit more tangible. Obviously everything I do is online currently so I feel like being able to have something in store and meet people, being able to try stuff on would be amazing. Doing stuff like pop-ups internationally would be great. I’ve never been to America and a lot of our customers are from there so it’d be nice to actually meet them in person.”
What was the first piece of clothing you designed?
“So, my best friend has actually got this little dress that I designed when I was seven at the class my mum took me to. She showed it to me the other day and I was like ‘how have you kept?!’, it’s like what this blue checkered panel down the front it’s so cute. For Tit4tats, the first piece was our Slashkini. I just really wanted a good-fitting bikini which is actually so hard to find. I just thought of the slash thing to kind of spice it up a bit, and it’s still one of our bestsellers and it’s inspired loads of our pieces that you see now.”
Your pieces embody a fierce, confident woman. What has been the driving factor in your personal life to give you confidence?
“I think I’m so lucky to have a really strong group of friends, especially female friends. We’ve been friends for so long and they’re just constant hype men. There’s no judgment. It’s just a great support system. I was actually quite shy growing up, so I feel like that’s really helped me just learn it’s not that deep! Everyone’s kind of learning on the go anyway, so it’s nothing to stress about when it’s just small things. And then obviously also seeing Tit4tats grow and the success that it’s had when it’s all been done independently is a major boost in my self-belief.”
