A/W 2013 Collection of ISA ARFEN

A/W 2013 Collection of ISA ARFEN

Image source: ISA ARFEN

When you’ve freelanced with some of the chic-est labels around, Chloe, Louis Vuitton, Acne and Charlotte Olympia what else is there left to do? Create your own fashion label of course! And that is exactly what London based fashion designer Serefina Sama did. Serefina’s women’s wear line ISA ARFEN was conceptualised from a small collection of summer dresses and as her bio describes “inspired by the retro glamour of Slim Aarons’ society photographs.” Each piece has a bold vision of femininity with a fun and relaxed side to each piece.  Oh and don’t forget the time this budding designer spent at Marni, Lanvin and Marc Jacobs during her graduation from the prestigious halls of Central Saint Martin’s in 2006.

Designer Serefina Sama

Designer Serefina Sama

Image Source: DailyMetal.EU

Her approach to fashion is a refined art as she told Harper’s Bazaar fashion journalist Kerri Peri when discussing her inspirations behind her Spring 2014 collection, “I wanted to offer a small wardrobe of pieces which would be desirable and beautifully made but also relatable. I wanted to create something precious, but wearable and flattering, with the potential of becoming one of those favourite pieces that you can always count on and wear again and again until it falls apart. That’s the kind of relationship I like to have with clothes.” (Read the full interview with Serefina here on Harpers Bazaar)

With her wealth of experience since graduating from her London design school it is no wonder, Sarafina can summarize her label’s vision and women as her bio reads, “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.” From her up bringing in Italy, Serefina grew up around women who were strong and confident, this lifestyle exudes from her clothes with a modern twist. Her love for fashion has paid off with Opening Ceremony approaching the designer to stock ISA ARFEN along with other high-end boutiques such as theCorner.com and small London boutiques.

ISA ARFEN beauty is in the eye of the beholder in her S/S14

ISA ARFEN beauty is in the eye of the beholder in her S/S14

Image Source: Style.com

Although fashion wasn’t always Sarafina’s first preference of study as she moved from her home in Italy at the age of 17 to study architecture in London. She managed to persuade her parents to allow her to study her long-time lovefashion’ and we are lucky she did! With her approach to strong femininity compared to designers such as Celine, her latest Fall/Winter 2014 collection showcases simplicity for the fun modern women. The pieces played with a vivid pop of red and eye-catching embellishments, as seen below on classic oversized coats silhouettes.

The bold modern women in ISA ARFEN Fall/Winter 2014The bold modern women in ISA ARFEN Fall/Winter 2014

The bold modern women in ISA ARFEN Fall/Winter 2014

Images sourced from: Opening Ceremony

Serefina’s pieces have been seen on starlets such as Lena Dunham featured in the chic glossy pages of Vogue UK, Elle, Grazia and WWD just to name a small handful, her label is definitely leaving it’s mark since it’s establishment in 2011. Make sure to fill your ISA ARFEN fashion needs by following her on her social media:

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Words By Fashion Writer: Aicha Robertson
Editor: Florence Bailey