Asos.com has teamed with Wah Nails founder Sharmadean Reid on a capsule collaboration that nods to Reid's West London friends and to the late Princess Diana, when she was known as Lady Di. The Princess Di inspiration stemmed from a book that Reid read while studying at Central Saint Martins. The tome included pictures of the late royal's style, which led her to pen an article in WAH-zine called "Princess Di was Really Fly."
Reid took her cue from Princess Di's Eighties aesthetic – and worked in East London influences creating a range that's a mix of smart and sporty casualwear. The Sharmadean Reid x Asos 20-piece range includes suits, shirts, sweaters, dresses, jeans, skirt, outerwear, a scarf, shoes and jewelry.
It followed suit with Princess Di's style — the royal was adventurous and playful — as seen in a red-and-white stripe varsity sweater paired with a pearl choker necklace or a little black dress with multi-pearl straps.
"I am actually from a fashion background, not a classic nail background," said Reid. "I used to assist Nicola Formichetti and worked as a stylist and consultant. I love the Asos team and they've been trying to get me to do a collection for years, but I only wanted to collaborate when I had a good idea. I was never going to make a collection just for the sake of it. I wanted to do something cool. Now was the perfect timing."
The price range is 8 pounds, or $9.70 at current exchange, for earrings to 155 pounds, or $189, for a pinstripe suit. It will be sold on the e-tailer's website.
Reid, who launched Wah Nails in 2008, plans to set up a beauty experiential shop in London's Soho next month.