You may not know the name Gina Edwards, but you likely will have seen her work. It would be near impossible not to with a client list that includes Balenciaga, Valentino, Jimmy Choo, Alexander Wang, Harper’s Bazaar, Vogue, and Elle. Gina is also known for creating iconic nail moments such as Rita Ora’s mirrored nails that completed her daring and headline-grabbing 2016 Met Gala look.
A New York native, Gina discovered nail artistry initially as a way to help her pay her way through college. Soon her talent and eye for detail became clear, and as her clientele grew, so did her desire to advance into other areas of the nail industry.
Meeting Gina, her warm personality shines through, along with a heavy helping of humility. She is quick to knock down the idea of the glitz and glamour of her lifestyle.
“The nail people are always scrunched and not having the space that they need,” she chuckles. Over the past few years, nails have gone from being a cute accessory to being an integral part of a look. Gina notes: “Nails have become a staple. It’s no longer just hair and makeup, nails are an integral part of look.”
Gina was in town just off the back of New York Fashion Week, and we grabbed a few words with her to get the latest on the top trends this season. As we started our chat, she dropped in a surprising tidbit, confessing that her go-to nail for runways this season has been imPRESS press-on nails.
“When I’m backstage and I don’t have time, I reach into my KISS bag that I always bring and I do something quick, fun and easy.”
When looking at the product it is not surprising, this is not the same press on nail of old. With imPRESS you can achieve a one-step gel manicure in minutes just by peeling and applying.
Unlike old press on nails, imPRESS creates a realistic looking manicure, in part due to its newly patented SuperHold Dual-Layer Adhesive. The Dual-Layer Adhesive is comprised of a pressure-sensitive adhesive top layer and a softer, flexible gel adhesive bottom layer that fills in the ridges & imperfections of your natural nail, creating a flawless fit for a natural looking, salon perfect manicure.
Gina is clearly impressed with the line, noting how it “allows you to create your own manicure when you don’t have time to go to a salon.”
So, what are the looks we should be keeping an eye out for this season? “Dark, deep colours,” imparts Gina, “We were seeing a lot of that at the Emmys with Viola Davis on the red carpet wearing a dark plum nail.”
Another hot trend is lateral lines and negative space. This was her inspiration behind the collection she collaborated on with imPRESS nails for Christian Siriano’s recent SS18 NYFW runway show.
Lastly, we are looking at a long stiletto almond-shaped nail. This trend is set to be huge with clients of Gina’s, such as Mary J Blige and Rita Ora getting in on the action.
With ImPRESS now allowing you to pop on and off the latest looks, keeping up your nail game never looked so easy!