Nail tech takes ‘unique, eco-concious’ approach to body positive Estrid brand campaign
By Lilly Delmage | 30 July 2024 | News
Vegan and cruelty-free hair removal and bodycare brand, Estrid, has marked its fifth year of body positive storytelling with a striking visual campaign.
It has called upon the talents of inclusive, London-based nail artist, Brixton Klaws, to provide a sustainable, sensational approach to nail artistry on the campaign models.
Aiming to ‘ignite a global conversation on beauty and identity’ within an industry which tends to ‘censor real bodies and real issues’, the brand collaborated with creative director, Jamie Brunskill, to produce a series of images to raise awareness, empower and inspire followers, as part of the Embody Confidence campaign.
The series of images are appearing on London billboards, buses, taxis and in the underground throughout summer 2024. Estrid is celebrating ‘the unedited, unapologetic essence of everybody and every body’, and partnered with photographer, Zoe Natale Mannella, (known for uncensored photography that celebrates the female form) and hair artist, Ali Pirzadeh, known for his ability to transform hair into sculptural works of art. Brixton Klaws served up nail styles, as her work aligns naturally with Estrid’s commitment to sustainability and empowerment.
Megan, aka @_bubblegum_badass, behind @brixton_klaws
Passionate about reducing the impact of microplastics in the beauty industry, Brixton Klaws incorporates a personally collected and curated selection of vintage buttons and beads instead of plastic charms within the nail design, which holds a razor representing the hair removal arm of the Estrid portfolio.
All gel polish and acrygel products used to create the nails are certified cruelty-free, sourced from Glowtips, a female POC-owned UK business.
The brand has become renowned for its ‘thought-provoking, culturally focused campaigns which feature real bodies’, a timely initiative seeking to combat unrealistic body expectations heightened during the summer season.
For more information on the campaign and to shop Estrid products, visit www.estrid.com