Currently making headlines around the globe are the Nails Inc Bling It On Leather & Skulls (R250) collections in black and tan, packaged with silver and gold skulls respectively. According to Nails Inc founder Thea Green this collection interprets the key nails trend at the moment: texture and embellishment.
Leading with leather
Thea remarks, “Alexa Chung sported the Nails Inc black Noho leather effect polish at the British Fashion Awards, catapulting the trend inspired by Spring Summer leather seen at shows such as Balenciaga and Balmain. To bling up the trend, add a 3D crystal skull embellishment. The Leather Effect polishes (R120) come in black (Noho), tan (Soho Mews) and mulberry (Shoreditch Lane), which look glossy on application but dry down into a chic leather look, as seen on the cap.”
Nails Inc will give local customers the opportunity to channel either their inner rebel rock star or romantic heroine with the soon-to-be-launched Bling It On Rebel & Romance ranges (R325), the ultimate kits for DIY nails. Bling It On Rebel includes the mulberry leather effect polish, silver skull embellishments and a selection of studs and Swarovski elements. Inspired by the SS13 chic nude trend, Bling It On Romance includes a mini version of their best-selling ‘hero’ shade, Porchester Square, as well as a mini Electric Avenue full coverage silver glitter polish with white crystal 3D bows and a selection of Swarovski elements.
“Staying with the texture trend, we have developed Concrete polish (R120) for an edgy, fashion forward nail look. Concrete is perfect for fast fashion as there is no need for a top coat and comes in four poster paint colours,” says Thea.
Local love for nails
The Leather & Skulls collection sold out overseas in record time after its Christmas launch, inspiring a social media flurry and waiting list of more than 3000 women at the Nails Inc London nail bars. It is expected to be as popular with local fashionistas when it goes on shelves. Thea comments, “South African women have had a long relationship with nails and were one of the first countries to pick up on manicures and nail trends.” She also notes that in terms of fashion and innovation, traits “key to the South African woman”, Nails Inc is a fantastic fit for our local ladies with its high quality, innovative polishes.
Fashion at your fingertips
Fashion is at the heart of Nails Inc as Thea and her team draw inspiration from their favourite fashion houses and regularly translate runway trends in colour and texture into polish, delivering them into the hands of customers within eight to 10 weeks.
This is demonstrated in the six shades seen in the Nails Inc Autumn/Winter Trend Collection (R225). Colours include forest green, as seen at Victoria Beckham and Marc Jacobs as well as navy, seen at Christopher Kane and Mulberry and finally, the chic and classic nude, which was inspired by Stella McCartney and Richard Nicholl.
Nails Inc also has a targeted luxury treatment line to ensure customer nails are in tip-top condition and the nail colours have a longer-lasting finish.
Fulfill your ‘caviar dreams’ with the luxury of the award winning Kensington Caviar Base and Top Coats (R125). Vitamin E Oil Pen (R125), Corrector Pen (R110) and Express Nail Polish Remover Pot (R120) round off the list of must-have treatments.
Nails Inc pride themselves in always being first to market with revolutionary product innovation, including special effects such as magnetic, 3D glitter, crackle, nail jewellery and leather effect polish. Customers are afforded the opportunity to have fun with the latest trends in texture as well as colour.
“There are no boundaries to what you can do with nails. We have moved from core nail polish colour to special effects polishes, nail embellishments, stickers and also press on nails. Watch this space for what Nails Inc has in store,” concludes Thea.