Its not often we're able to find a label so suited to a woman's everyday life. London based designer Serafina Sama has made this her motive with the up and coming label Isa Arfen. Serafina Sama originally from Ravenna, Italy has said she always designs with real women in mind.
After graduating from Central Saint Martins, she was able to hone in on her craft with stints at mega fashion houses like Lanvin, Marc Jacobs, Marni, and two years with Chloé as design assistant. Isa Arfen was founded in 2011 following a small collection sold exclusively through private sales. The collection launch was met with such a rave response, and it was then decided that these styles be turned into a broader collection. There is something to be said about her relaxed yet feminine aesthetic, true to form when describing her sources of inspiration such as Tina Chow and Slim Aaron's society photographs. Isa Arfen's focus on understated evening separates alongside her teddy bear mohair coats and culottes are the perfect balance of clean and eccentric. With the success of her first highly acclaimed presentation during New York Fashion Week for Spring 2015 at Milk Studios, we can be sure to see more in the coming seasons.