Reid is interested in opposites and their overlap, in contradictions, and in combining different influences and cultures. Hence the combination of smart and casual – from suits, elegant dresses and pearls to varsity jackets and printed sweaters.
In 2005 Reid started the zine WAH about street-smart feminism and girls who were contributing to music and fashion. She took this forward to create a blog, host events, and foster a community of like-minded women. It was with this zine that Reid initially explored her inspiration from Princess Diana, creating a page of images of the Princess in street wear.
After working in fashion and recognising the rising popularly of the nail art she enjoyed with her friends, Reid founded WAH Nails. The Dalston salon opened in 2009 with the inclusive ethos that you could get “Whatever you wanted on your fingertips.” The salon has also hosted a variety of events; from record launch parties to film nights. WAH Nails has done shows at London Fashion Week, painted nails for celebrities, and in 2010 opened two more nail bars: in Topshop Oxford Circus and in Harvey Nichols, Dublin.
On their website Reid proclaims that, “The WAH Girl is comfortable being both uptown and downtown,” reflecting her ASOS collection and its blending of street and smart styles.
Sharmadean Reid x ASOS launches 10th October 2016.