Spring Summer 2011 Photoshoot, Plus Get A Load of Our New Nail Varnish …

As you may have seen on our twitter, last week was the SS11 photoshoot – and what a blast it was! Over the course of the two days, we worked with a highly creative team to create not just our SS11 collection imagery, but also a Sephora exclusive collection set of visuals and a beautiful image to support our sensual new ‘Throb Collection’ … that’s right, we have a mini launch in celebration of Valentine’s day that will be launching from the 17th January in the UK and online! Get ready to feel your pulse quicken …

This collection includes two new Nail Varnishes, more details on those to follow in the new year, but here’s a sneak preview of the new cream Nail Varnish in ‘Load’ …

Spring Summer 2011 is looking at a world through a distorted lens, and a we couldn’t be happier with the shots taken by visionary fashion photographer Karin Berndl.

The colourful yet mutated set was designed by Andreas Cellerino who brought the visions of Alex Box and our creative team to life. Andreas has a lovely blog, click here to visit!

With hair by the indisputable [and very lovely] king of wigs Martin Cullen – whose fingers have tended the tresses of everyone from Naomi to Kate to Giselle – and nails by artist-of-the-moment Mike Pocock [who has of course collaborated with us on our bespoke Nail Quills.


We were also delighted to welcome Stevie Westgarth to our team for the first time, whose work for Another and Dazed and Confused magazine have stamped him as a stylist star of the future. Stevie’s romantic style lent itself well to the brief of the shoot and he even found time to dress up Alex Box between takes! [Stevie on the left]

Throb Collection due to launch week of 17th January 2011

SS11 Collection due to launch mid March 2011

Govinder Rayt

Govinder Rayt

Writer and expert