Nail design and fashion design join forces

It could be the ultimate Sex and the City moment–a range of shoes and clothes to match your nails. Or should that be a range of nails to match your shoes and clothes? Regardless, this is not a fantasy, but Shanghai reality thanks to designer Helen Lee and Dashing Diva's (423 Julu Lu) managing director, Mark Greiz.

Lee is storming the Shanghai fashion scene. Not only does she have the already well-established fashion brand, INSH (200 Taikang Lu)which she has been running for five years, but she has just opened up a second, namesake store (11A, 210 Taikang Lu) with her Helen Lee line. She has designed a range in conjunction with newly arrived New York nail salon, Dashing Diva.

While INSH is a more casual, fun line inspired by Shanghai, Helen Lee is INSH all grown-up. As Lee explains, "Customers love my designs but their age, lifestyle and situation have changed over the last five years; they are looking for something more sophisticated but still very creative." The designs still have some Chinese elements but with a contemporary twist and are suited to the ultimate Shanghai woman–independent, confident and intelligent. "A fashion leader," claims Lee, "should be willing to try something new, have their own style and taste, not follow trends, and have an open mind."

The desire to do something new also led to the creation of a fashion line for Dashing Diva, a project which was Greiz's brainchild. "After I joined Dashing Diva, I realized that nails are a method of self expression for many women," he explains, "and also a compliment to outfits." Greiz felt that the fashion scene lacked innovation and thus developed the concept of matching nails to an outfit to achieve a finished look–any outfit purchased comes with a set of nails. After meeting with local designers, he decided to team up with Lee. "Lee's designs have a widespread appeal in Shanghai and she shares the same vision for innovation in the local fashion scene," says Greiz. "Her clothes are both fun and trendy and she has great use of colors and fabrics, thus creating a nice synergy for our new nail brand."

The range for Dashing Diva has a 60s and 70s feel which ties in nicely with the look of the salon. As Greiz explains, "This is a style that has always appealed to me and also seems to fit well with the new, emerging Shanghai as it is fun, fashionable and an expression of a carefree and easy-going attitude." Adds Lee, "Looking good and presenting a perfect image is always a trend." No self-respecting fashionista can argue with that.

Elyse Singleton