Basically it started with a frenzied black leather scenario. When Alexa Chung tweeted her appreciation of the original Nails Inc Black Leather polish ( ''thanks @nailsinc for my leather nails! #kinky') before it launched in 2012 there was an isntant 800-strong waiting list, and once launched it sold out within seconds. This is the power of Alexa.
So being a heady business genius, Thea Green, founder of Nails Inc, snapped her up to collaborate on a range of six new fabric inspired shades. Which makes perfect sense when you think about it - Alexa is to fashion what Beyonce is to Instagram - and our sneak preview before their August launch was far from disappointing. Nails Inc Alexa focuses on texture, and will feature a nude matte cashmere, (Alexa's favourite) multi-tonal camo, black silk, metallic sequin and lace.
In other Nails Inc news, the entire brand has had a monumental makeover, which will upset and thrill in equal measures (why change such an iconic bottle? But then we do like change at ELLE) going from classic round to chunky, heavy and square. We're particularly excited about the strengthening Nail Kale range - according to Alexa 'superfood for nails is a thing'. Tell us what you think @ellebeautyteam