My Big Idea

Hello and welcome to episode 24 of My Big Idea, an ASOS podcast. Sharmadean Reid began WAH in 2005 as a little London-based fanzine about girls in hip-hop, which grew into a nail art empire praised by Vogue, Grazia, The New York Times, The Independant and countless other sources. Sharmadean had been working as a trend consultant since graduating from Central St Martins and instantly jumped at the idea to create WAH Nails in London's East End, Dalston. As WAH grew the company began to do shows at London Fashion Week, parties for huge brands such as Nike, Marc Jacobs and Diesel and had a successful week-long pop up salon in Selfridges. Since then, Sharmadean has been featured in Vogue as a part of the 'New Generation' and has opened a shop in Topshop, Oxford Circus. Following the brand's success, WAH has gained a cult following including the singer Lily Allen, and continues to grow steadily while staying true to WAH's roots. Asos Editor Danielle Radojcin talks to Sharmadean about brand's growth, including...