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WATCH ON DEMAND FROM 25 Jan 2021
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Elegant Touch launches Lily Allen range inspired by the singer's signature style

Nail brand Elegant Touch has joined forces with Lily Allen to create a fashion-forward collection – ‘Lily Loves Nails’ – inspired by the popstar’s songs and signature style.

Elegant Touch appointed retail branding agency Beyond to create the packaging and identity for the new range which pays homage to Allen’s hometown of London and are inspired by her high-fashion meets street-style.

Nigel Stern, Beyond managing director, commented: “We were tasked with coming up with the big idea – an identity that would be immediately recognisable as unique to Lily Allen. We knew it would be essential to create something disruptive and ownable to give the product stand-out on shelf and connect with consumers.

“We developed an iconic L-shaped window, giving us a distinctive way to display product, and by using a hand-drawn style on the logo alongside a quote and selfie of Lily Allen we were able to create a really personal way for Lily to reach out to her fans.”

Named after song titles and themes from Allen’s albums, the seven different designs illustrate Allen’s taste and flair for nail art.

Of the range Allen described it as a “dream come true” as “nail art is a huge part of my life and a vital part of my personal style”.

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