HARD AS NAILS

Learn about the movement challenging masculine stereotypes via nail painting

Toxic masculinity is in the limelight, in part because of Netflix programme, Adolescence , which highlighted the rise of the manosphere: an online space promoting misogyny and harmful stereotypes about masculinity and femininity. Pushing against these stereotypes is key to positive change: an idea at the Daniele heart of Hard As Nails. The ‘movement for men by men’ invites others to consider and converse about masculinity, and recognise restrictive stereotypes via nail painting.

Co-founder of the initiative, Daniele Fiandaca, has worked in inclusion and diversity for eight years, helping men to become better allies and agents of change. Around a year and a half ago, his attention was brought to an online post – which would change everything. The post was by Sam Conniff, who Daniele knew from his previous career in advertising. He had written about his experience of having his nails painted with his daughter for a Harry Styles event. When he asked her to remove the nail product following the concert, she explained that he needed to visit a nail professional. “Lacking time to visit a salon, Sam had his nails painted for a week and engaged in many interesting conversations as a result,” says Daniele. “I read his post and thought about how the world needs a project to open up this dialogue.”The two came together to found Hard As Nails.

The initiative invites men to do the same as Sam: wear nail colour to ignite conversations. For Daniele, having his nails painted made him feel more connected to his niece and wife, and opened his eyes to the mental health benefits of painted nails. In March, Hard As Nails was opened up to a larger research group, with 400 men taking part, and the impact of this is being collated. “The results are astounding – some have said that for a two-week project, they’ve never seen such progression in people’s thinking,” Daniele reveals. “Via Hard As Nails, we want to create positive change. It’s sad that some men are so entrenched in their identities that they feel the need to attack anything that veers away from that – like painted nails. But we’ve found that research participants have been able to reconnect with themselves and their feelings, and question their own assumptions. There are also social benefits: we’ve hosted nail painting events and created a WhatsApp group, which has connected a variety of men.

Daniele Fiandaca

“Research participants have been able to reconnect with themselves and their feelings, and question their own assumptions.”

Sam Conniff

“We need to talk about everyone’s responsibility to create change, as it’s not just up to men – it’s society that’s the issue,” Daniele continues. “A lot of men that have taken part in the research have hit a low before: some have tried to take their own lives, some have been in prison. It took this for them to recognise the damage that the current societal system does to men. Our challenge is getting men to realise this without hitting rock bottom.”

“It’s not the polish – it’s the permission: to feel, to talk.”

Daniele training for his nail qualification.

“The ‘movement for men by men’ invites others to consider and converse about masculinity, and recognise restrictive stereotypes via nail painting.”

The movement has inspired Daniele to attain a nail qualification, which he believes has and will continue to open up opportunities for him to spread awareness. “I thought that training to be a nail professional would make my public speaking more insightful,” he details. “It’s influenced me to offer packages where I paint men’s nails and have meaningful conversations with them. If any nail technicians – female and male – would like to help me paint nails at events, get in touch. If Hard As Nails can help more men showcase painted nails, I would love to open a nail salon.”

“Getting my nails painted made me feel uncomfortable, but that led to greater understanding, better conversations

The next step for Hard As Nails is to sourcing and deeper connections.”funding, in order to create a week where men nationally are encouraged to wear painted nails. But what does Daniele believe nail technicians can do to support the cause? “It’s important to remember that you have a 50% untapped market,” he notes. “We want to keep environments safe for women, while encouraging men who seek meaningful conversations to get their nails painted at businesses that want to ignite these. I recommend that nail techs train to be mental health first aiders, so they are in a position to open up these dialogues. Hard As Nails also offers a conversation guide. Additionally, I think it would be great to create a badge for salons to display in their windows and showcase that they support Hard As Nails. It would be a visual sign that staff have been trained in meaningful conversations about masculinity, and that men are welcome.”

For those interested in taking part in Hard As Nails, Daniele encourages connecting with him and Sam online, as well as signing up to receive updates via the Hard As Nails website. “If you believe you can help us accelerate the movement or have ideas, get in contact,” he says.