Self expression and fashion have always gone hand in hand. Artistry and fashion have been inherently intertwined throughout the course of history. With this being said, the rise and rise of nail artistry amongst those with a keen eye for fashion shouldn’t be too much of a surprise. What is a surprise, however, is the delicate intricacy and ostentatious designs that can be created – and the uplifting feeling nail art brings.
In the present economic downturn people are increasingly turning away from lavish expenditure on designer clothing and accessories. With the extortionate cost of a Jimmy Choo handbag, or Chanel suit self expression through fashion has diminished. Little luxuries, however, have soared in popularity. Chanel dubbed 2010 ‘the year of the lipstick.’ In the current economic climate cost-effective fashion statements like nail art have become a popular form of self-expression.
This new generation of artistry has been pioneered by celebrities and sports stars alike. And we all know famous faces start trends. Does anyone remember the famous ‘Rachel’ haircut from the mid nineties? Today, thanks to Lady Gaga, Rihanna and Katy Perry a new form of fashion artistry has grown increasingly popular with fashionista’s, and seen in influx of business for nail salons country-wide.
Nail art was the fashion sensation of the 2012 summer Olympics. The games saw patriotic athletes displaying their national pride through their appearance. Hundreds of nails were dressed with designs that mirrored the attire of the athletes. Nail Salons around Olympic Park were bustling with business and when almost every single female winner held aloft her medal some form of nail art was visible for all to see.
Off the back of firm endorsement by both sports icons and celebrities the lure of high concept manicures has never been more enticing. Polish sales are booming, dedicated magazines have been founded and traditional artists are turning to this new medium.
NAILS magazine is, perhaps the most established publication, dedicated to celebrating the beauty of nails and nail art. The award-winning publication has over thirty years’ experience and serves professional nail technicians, salon owners and anyone with an appreciation for nail art. The magazine has earned a staggering thirty Maggie Awards for editorial and design excellence, and was named the best Overall Trade Publication of 2009 by Western Publications Association.
The rise of this medium has seen traditional artists turn away from traditional forms of expression in favour of this relatively new vogue. But why are traditional artists turning away from the present mediums in favour of nail art you may ask?
The best explanation may well be the most obvious. Nail art is intriguing as it has limitless artistic possibilities. ‘The Godfather of Nails’, the late Tom Holcomb was revered in the industry for his bold designs first entered the Nailympics (now approaching its ninth year) in 2005. Of the three competitions he entered, Mixed-Media, Tip Overlap and Silk Wraps, Tom came out victorious in all three, becoming the Grand Champion of Champions. His entry, inspired by The Phantom of the Opera, is an example of the evolution of a traditional artist, graduating to a new medium and creatively expressing himself garnering much admiration along the way.
In truth, a new form of artistic expression has been born. With an increasing number of artists in the industry creating innovative concepts, a firm following ravenous for chic and bold designs and an ever- growing industry the future has never looked more vivid.