Founded by Central St Martins graduate Serafina Sama in 2011, the London-based womenswear designer is an exciting new label to watch. Growing up in Italy has been a huge influence, as is her day to day life in London where she now calls home. Sama also had stints at Lanvin, Marni, Marc Jacobs and was a design assistant at Chloe before launching her own label through private orders to friends two years ago. Her dreamy designs are wonderfully feminine and elegant with a quirky twist.
“To me fashion is about desire, beauty and fun. It’s not about dressing up in a costume. Isa Arfen is about a real woman dressing for her real life and really enjoying it.” Sama
Her focus is all about the silhouette, high waists, culotte trousers and trench coat style coats; her styling is all about layering, a jewelled crop top worn over a white shirt, with a cropped pant and a trench coat.
For next season white bias cut dresses, culottes in striped cotton and pops of colour in the illustrations by Marcela Gutierrez painted on full skirts and cropped tops.