It is not a coincidence that fashion models are tall – tall women look great in clothes (and without them, for that matter). Yet tall women have complicated feelings about being tall, as well as the practical problems of finding clothes that fit. Long Tall Sally is the only specialist retailer for this niche audience. We wanted tall women to celebrate their tallness and to feel that there was a fashion brand who really understood and catered for them. Hence our strapline, ‘Tall is Beautiful’, and this campaign.