TOUS gets its claws out and presents its first nail jewellery collection: TOUS CLAWS. A declaration of the brand’s intentions in the fashion ecosystem. An avant-garde proposal where innovation plays a leading role.
The jewellery brand joins Nail Art and explores the trend as a form of art and self-expression, connecting with new communities and reinventing the use of jewellery in everyday looks.
TOUS CLAWS was born as a digital native project designed by and for users through the integration of the TikTok community in the product development process. By means of a challenge, a very characteristic dynamic of the platform, different nail artists encouraged users to create styles with the pieces from the collection. At the end of the contest, the most voted kit was the one by @maritzapazz, nail artist of Dvine Nails who has worked with profiles such as Rosalía, Bad Gyal, Nathy Peluso or Karol G.
This limited edition set will only be available at the new TOUS concept stores on Calle Serrano in Madrid and Rambla Cataluña in Barcelona, thus concluding the phygital experience.
In the TOUS CLAWS Kit, manicure lovers will find two types of pieces: TOUS CLAWS Rings, innovative pieces of jewellery made of sterling silver vermeil, combined with natural gems such as Topaz, Chalcedony, Carnelian, Onyx or Sodalite, which are placed on the phalanx of the fingers from where it extends to the nails; and TOUS CLAWS Charms, decorative steel plates inspired by the icons of the brand that will become the best allies for their creativity.
In addition, a limited number of nail art accessories will be available on the TOUS website.
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