Isa Arfen Presents The AW17 Collection


London-based womenswear label ISA ARFEN founded in late 2011 by Serafina Sama, following a small collection of summer dresses inspired by the retro glamour of Slim. Serafina Sama Italian origins in Ravenna, was engulfed with strong female figures whose individual, eccentric and irreverent styles are reflected in the ISA ARFEN signature design aesthetic. This seasons London Fashion Isa Arfen showcased her AW17 collection in an intricate identity inspired presentation.

“This season I was thinking about the idea of identity, disguise, and the different masks and faces – both real and metaphorical – that we put on to project an image of ourselves. I was fascinated by the personas that people cultivate through their clothing, hairstyle, make-up, posture and mannerisms.”

Serafina Sama

Overtly girlish cuts and silhouettes subtly skewed to subvert the sweetness in her designs. The collection presented ruffled hemlines that fall asymmetrically, denim pencil skirts and cotton poplin shirts reworked with unexpected ruched detailing and a tailored jacket chopped short, with tulle tutu sewn onto the hem. Proportions were deliberately irregular to invite playfulness in the wearer.

In this collection contrast was key. A muted palette of toffee, Bellini pink, moss, olive green and grey, is enlivened by pops of acid green, cayenne orange and deep purple. Stereotypically ‘grown up’, ladylike pieces were disrupted by ethereal, almost childlike accents. And elsewhere, a colossal faux fur is a knowing spin on the classic trophy fur with accents of a carnivalesque mood. A collection that was eagerly anticipated and even more superb to see displayed.

See Collection Here:






Accreditation: British Fashion Council
Photographer: David Adkin //For WHYTT Magazine
London Fashion Week.

Accreditation: British Fashion Council
London Fashion Week