Backstage at the "Embody Confidence" Estrid Campaign with Brixton Klaws

Known for their innovative and eco-conscious approach to nail artistry, Brixton Klaws has recently brought their unique flair to the forefront of the "Embody Confidence" campaign by Estrid. This groundbreaking campaign, aimed at challenging conventional beauty standards and promoting body positivity, has captivated audiences with its bold visuals and empowering message.

We chat to Britxon Claws to learn the behind-the-scenes of the Estrid campaign and explore the creative process and inspirations that drove the creation of these nails looks. From sourcing unconventional materials like black sand from Iceland to drawing inspiration from horror movies and classic sci-fi, Brixton Klaws reveals the secrets behind her inspirations and fresh and innovative designs now visible across all of London.

The campaign celebrates confidence and self-expression. How did you reflect these values in your nail art?

Nail look two for the Estrid “Embody Confidence” Campaign by Brixton Klaws

For the Estrid campaign, I created two bold nail art designs to embody confidence and self-expression. The first design featured extremely long, curved pink nails adorned with upcycled and vintage embellishments. These were chosen not only for their unique aesthetic but also as part of my commitment to using responsible materials. This approach subtly aligned with Estrid's values of ethical and responsible practices. Drawing inspiration from the bold and eclectic style of 90s "junk nails" popular in the US, I blended in playful Harajuku fashion vibes to create a look that's both nostalgic and modern.

For the second design, I opted for extra-long curved press-ons with a bold, graphic edge. Inspired by motocross graphics, this design incorporated sharp lines and daring patterns to make a statement of empowerment and confidence. I custom-mixed the green colour in this design to achieve the perfect Estrid lime green, ensuring it complemented the campaign's visual identity. These graphic elements were designed to be eye-catching, reflecting a sense of daring and individuality that resonates with contemporary style. Both designs celebrated self-expression through striking nail art, each offering a unique interpretation of confidence and personal style.

All gels used in these designs were from Glowtips, ensuring they met my standards for quality and cruelty-free products.

How do you stay inspired and keep your designs fresh and innovative?

I stay inspired and keep my designs fresh by constantly seeking new and exciting materials, whether it's sourcing black sand from Iceland or gathering dried flowers locally. This passion for discovery allows me to infuse each design with unexpected textures and colours, ensuring every client gets a unique nail experience that reflects creativity and individuality.

I love transforming unconventional elements into beautiful art. Integrating unusual textures and bold colours allows me to showcase the unexpected beauty in unconventional inspirations. This drive to challenge norms and celebrate uniqueness turns what might seem "gross" into something striking and captivating.

Additionally, I draw inspiration from horror movies and classic sci-fi, which influence my artistic choices. Whether capturing the eerie beauty of supernatural tales or the futuristic aesthetics of science fiction, these influences add depth and creativity to my designs, appealing to diverse tastes and interests.

How do you feel about the final outcome of the campaign and seeing your work showcased in such a prominent way?

I feel incredibly grateful and excited about the final outcome of the campaign. Seeing my work showcased in such a prominent way, on buses, billboards, and throughout the London Underground, is truly surreal and fulfilling. The positive response from people who have seen the campaign has been overwhelming and heartwarming, motivating me even more to continue pushing boundaries and creating innovative nail art that resonates with a wide audience. I also feel fortunate to represent a more extreme side of the nail industry, one that often isn't showcased in commercial advertising. It's rewarding to bring bold and daring nail art into the mainstream, challenging norms and celebrating creativity in beauty and self-expression.