While the bold presence of certain young breakout designers at New York Fashion Week seemed to announce a Brand-new progressive, individualistic trajectory for the industry, London has actually long taken an adventurous, fearless approach to style. From the days of Mary Quant miniskirts to DIY punk to today’s plays on gender and race, trends are meant to be bucked or reimagined altogether. And one of the city’s prominent creative forces, WAH Nails owner Sharmadean Reid, is a testament to this natural-bred flair.
Reid was at the forefront of the nail art craze that swept the globe beginning in 2009, and her personal style is merely as imaginative and irreverent, a product of both her Jamaican roots and her fascination along with British tradition. At job and off-duty, she incorporates an exuberant mix of military-inspired outerwear, colorful Caribbean inflections, and plenty of newfound local designers. Minutes after escaping backstage at London Fashion Week, where she and her group of nail artists worked the shows, Reid chatted about the local designers that excite her, why she never fulfills her manicure to her look, and how she draws inspiration from Rihanna fan Instagrams.
“Sleep Is for Billionaires” = The WAH Mantra
I totally got in to WAH Nails accidentally. I was a stylist and had no intention of joining the beauty industry: I merely really wanted a space for my friends and me to hang out and grab our nails done. It didn’t exist, so I believed I would certainly build it myself. This joined December 2008—I started working on it straightaway, and we opened the initial salon in Dalston in summer of 2009. “Sleep is for billionaires!” is my business mantra. I don’t deserve to rest yet! We’re currently working on a really exciting clothing collaboration, which will certainly come out in a year; a pop-up salon along with the French football championship in Paris; and starting a big summer school festival to teach girls profession skills and business entrepreneurship.
Photo: Courtesy of Sharmadean Reid
Bobbi Brown Art Stick in Rose Brown, $28, bobbibrowncosmetics.com; Marques ‘ Almeida open-back denim-lined brocade top, $180, matchesfashion.com; J.W.Anderson curve-panel shearling aviator jacket, $1,153, matchesfashion.com; Sam Edelman Rylan boots, $200, solestruck.com; Kenzo Gommato leather mini Kalifornia tote bag, $480, openingceremony.us; Ashley Williams patch cotton miniskirt, $335, nordstrom.com; MAC Cosmetics Lip Pencil in Chestnut, $17, maccosmetics.com
Photo: (Clockwise from top left) Courtesy of maccosmetics.com; Courtesy of matchesfashion.com; Courtesy of matchesfashion.com; Courtesy of solestruck.com; Courtesy of Opening Ceremony
Starting the Workday in PJ’s
A typical day starts along with me sitting in my pajamas answering all my emails and clearing my inbox around 7:00 a.m. I will certainly go to the salon after dropping my son off at school, check on the girls [nail technicians], and we might shoot a little GIF for Instagram. Inspo is important, and we try to make all the content fresh, original, and fun. I talk a lot along with my staff about social planning, and then I’ll job on collaborations and business developments. So I might job on the production for the clothing line, or maybe I’m going to Paris to view locations for our pop-up salon, or I’ll send Brand-new product ideas off to my manufacturers.
Traditional Style along with a Twist
I like to dress fairly classic however along with a weird, unexpected twist. I love being British and I believe eccentricity is portion of our heritage. I like jeans that are loose-fit however a bit tight on my bum. Lately I like going on the high street for jeans and merely finding really throwaway pairs. My favorite ones are from Zara’s teen line that have actually rips and frays, and they’re ultramarine blue, which is my favorite color for denim. For sweaters I’m really in to cashmere and lambswool. I am obsessed along with this one line, Hades; they embroider bands on lambswool sweaters. I bought one along with “The Slits” across the front, which was an influential all-female punk band from London. And always along with Bass Weejuns loafers! I feel like royalty.
Photo: Courtesy of Sharmadean Reid / @sharmadeanreid
Alpha Industries M-65 liner, $65, alphaindustries.com; Velvet Caviar glitter waterfall iPhone case, $22, velvetcaviar.com; Ksubi Toni Albino bleach jeans, $220, ksubi.com; Marc by Marc Jacobs printed cotton T-shirt, $118, stylebop.com; Bass Lavin Weejuns loafers, $375, ghbass.com; Smythson Soho sketchbook, $260, smythson.com
Photo: Courtesy of alphaindustries.com; Courtesy of velvetcaviar.com; Courtesy of ksubi.com; Courtesy of stylebop.com; Courtesy of ghbass.com; Courtesy of smythson.com
Power Shoes
I bloody love heels! They make me feel so powerful. I know it could be an anti-feminist construct, however I can’t deny that I love them. I tend to go for a comfortable heel because I have actually to have actually a shoe that can easily take me through the whole day. That means I rather much only wear Alexander Wang heels. I merely realized I have actually eight or nine pairs of practically the same shoe: a black strappy heel. The heels are not crazy, and I love the Brissa shoe for work. Every time I see his shoes, I think, “Man, is he merely talking to me? Is he merely making shoes for me?!”
Young British Designers merely grab Her
My favorite London-based designer is Marques ‘ Almeida. I actually joined Opening Ceremony here, and I selected up one of their jackets. It was my dream jacket—a raw silk in a denim jacket shape, along with the collar up. I tried to put it on, and it was too small, and the girl at the counter said, “You know what? It’s a British brand! You must email them.” So I did and they replied back, and despite the fact that I never got my hands on that exact dream jacket, I have actually bought all of their pieces since. I wear Ashley Williams a lot, too. I merely love her clothes; they’re merely so fun. She makes the perfect A-line skirt and really fun, cheeky sweaters.
Photo: Courtesy of Sharmadean Reid / @sharmadeanreid
Miu Miu Noir 50mm semi-rimless sunglasses, $415, nordstrom.com; Bella Freud cashmere Pop Heart gray jumper, $538, bellafreud.com; Ventev Powercell 10000+ battery charger, $70, ventev.com; Jiwinaia Mini Peanut chain necklace, $121, jiwinaia.com; Jiwinaia Flame hoops, $137, jiwinaia.com; Rodin Blush Lip Balm, $35, liberty.co.uk
Photo: (Clockwise from top left) Courtesy of liberty.co.uk; Courtesy of Nordstrom; Courtesy of bellafreud.com; Courtesy of ventev.com; Courtesy of jjwinaia.com; Courtesy of jjwinaia.com
The Transformative Touch of a Coat
I wear so several coats. You can easily have actually a really basic outfit on, however a coat will certainly always see you through. I really love traditional English coats—I’ve got a Crombie by Luella Bartley, and I have actually a lot of vintage military jackets. just what much better thing to wear on the street when you’re a little urban soldier? I’ve bought loads of MA-1 jackets and parkas at the Portobello Market. When I look at all my coats, it’s really funny because they’re all shearling, military, or leopard print. I likewise wear a lot of Supreme jackets, a Chinese bomber jacket, and a jacket by Claire Barrow—it’s actually hand-printed and is basically like a job of art.
RiRi-Inspired Looks That Really Work, Work, Work, Work, Work, Work
As a kid, I used to go to church all the time, and all the Jamaican ladies had the very best outfits and hats in different shades. Jamaicans are fairly in to color-blocking. I love a hot pink or blue. Weirdly, I love muted tones, as well, however I wear bold colors most easily. I sent Rihanna’s Brand-new video to all my friends and was like, “Why is RiRi always copying my style?!” I wore a red, green, and gold mesh top when I did my pop-up Jamaican restaurant a couple of summers ago. however Rihanna is amazing. She exemplifies just what it means to be a modern woman. I’ll look at Rihanna fan Instagram pages merely to see just what she’s up to outfit-wise. She’s truly fearless.
Photo: Courtesy of Sharmadean Reid / @sharmadeanreid
Proenza Schouler PS1 smooth leather tiny grommets bag, $1,995, openingceremony.us; WAH London Be much better Not Bitter Nail Polish, $13, boots.com; Hillier Bartley waffle-texture belted kimono jacket, $1,865, matchesfashion.com; Alexander Wang Lucie mid-heel pumps, $450, shopbop.com; Claire Barrow print sweatshirt, $259, farfetch.com; Zara ripped knee jeggings, $20, zara.com
Photo: (Clockwise from top left) Courtesy of Opening Ceremony; Courtesy of matchesfashion.com; Courtesy of shopbop.com; Courtesy of farfetch.com; Courtesy of Zara; Courtesy of boots.com
The Smaller sized the Bag, the Better
I wear these little flame hoop earrings every day and a peanut necklace by Jiwinaia—merely the sickest jewelry. Accessories-wise, I love Alexander Wang Balenciaga bags and Kenzo bags. Right now I’ve got a little Kenzo orange padded quilted fluffy bag that I merely can’t stop using. I carry about 10,000 lipsticks and lip glosses—no joke! I have actually my phone, keys, lip gloss, and my charger because I’m always running from battery power. I have actually a little teeny, tiny Smythson notebook and pen. I carry teeny, tiny bags so I don’t overload them. I hate feeling like a bag lady!
Her Nail Game Is (Obviously) Strong
I often wear muted tones, like a green nail polish. We have actually a polish called Be much better Not Bitter—it’s merely the very best green ever. And I love dramatic, graphic colors. I have actually nail art on my nails right now. Nail art is so popular now, and some of it has actually gotten so gimmicky, however I believe girls will certainly always love plain nails.
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