December 1, 2011

Every self-respecting style queen knows you only need to look as far as the latest Beyonce video to figure out the most current of crazes. This year nail art has reached whole new levels if creativity. See Beyonce’s “Party” video if you don’t believe me.

At the very center of this cosmetic storm is a small nail bar deep in London’s East End. WAH Nails was set up by a boundlessly ambitious 25-year-old named Sharmadean Reid. A Central Saint Martins graduate, she dabbled in styling and consulting before setting about opening her own business. The essence of anything she has ever done has a focus on an all-new breed of girl power. The WAH blog is “homage to all of the girls we love.” They have organized women-only “power lunches” at the Institute of Contemporary Arts. And they collaborate with other female-run businesses such as the Bleach hair salon.

The aim of WAH has been to take nail art to a whole new level. Nail pattern options cover everything from tribal prints to stick-on golden Chanel signs. The nail artists at WAH are also conscious of keeping abreast of the latest fashions and each season they are trained in what’s on the catwalks. This all means that if you can’t afford a Prada banana print skirt – and let’s face it, who can?! – you can get the print done on your nails instead.

And if you can’t make it to Dalston, London? WAH have been working with the nail varnish company Models Own to design products that allow you to try a spot of your own nail art. Their first team-up saw them put a nail art pen on the market. Next up is a range of Smash-Up colors (available through Models Own’s website); put a layer of your chosen color over a base coat and watch as it cracks to reveal smatterings of the color underneath. If it’s good enough for Beyonce ‘n all that!


December 1, 2011

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