Estrid Launches Embody Confidence Campaign
Estrid, now in its 5th year, has become famous and loved for its thought-provoking, culturally focused campaigns which feature real bodies anchored in body positive storytelling. It serves as the perfect antidote for consumers flooded by visuals of unrealistic body expectations during the summer season. With this campaign, Estrid aims to once again ignite a global conversation on beauty and identity, confronting an industry that continues to censor real bodies and real issues, while empowering and inspiring the brand's 3 million strong community of subscribers and brand fans to embody confidence themselves.
With a shared vision of provocation through artistry and radical authenticity, Estrid collaborated with award-winning creative director Jamie Brunskill to bring this concept to life. The brand partnered with photographer Zoe Natale Mannella, known for her unflinching and uncensored photography which celebrates the female form. The campaign also features the hair artistry of internationally renowned hair artist Ali Pirzadeh, known for his ability to transform hair into sculptural works of art, and his arresting work for celebrities such as Dua Lipa and Kylie Minogue and fashion brands including Alexander McQueen, Louis Vuitton and Acne Studios. In this campaign, Pirzadeh used the medium of hair to design elaborate motifs, with artistry at the core.
The campaign also features Brixton Klaws who brings a unique, eco-conscious approach to nail artistry, aligning with Estrid's commitment to sustainability and empowerment. 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. All gel polish and poly gel products used in the Estrid nail art are certified cruelty-free, sourced from Glowtips, a female POC-owned business based in the UK, ensuring not only the highest standards of ethical beauty but also support for diverse and independent entrepreneurs.
