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London-based womenswear label Isa Arfen was launched in 2012 by Serafina Sama.
Growing up in Ravenna, Italy, Serafina was surrounded by strong female figures whose individual, eccentric and irreverent styles are reflected in the Isa Arfen design aesthetic.
Striving to create a wardrobe of desirable yet relatable pieces that all women can delve into, Isa Arfen's collections exude a sense of effortless glamour, a heavy dose of femininity and touches of European eccentricity while maintaining a spontaneous, relaxed attitude.
With an emphasis on eclectic fabrications and a playful approach to proportions, Isa Arfen staples include asymmetric ruffle dresses and ultra feminine tops with ex- posed shoulders and knotted details worn with signature high waist, cropped "classic pantalone" in a multitude of textures.
The sculptural silhouettes, often rendered in fresh, informal materials like washed cotton poplin or more dramatic ones such as flocked tulle and silk taffeta, offer a re-laxed, sophisticated and humorous approach to evening wear which has garnered a cult following among editors, style in influencers and celebrities.
Isa Arfen pieces have been worn by inspirational women including Rihanna, Emma Watson, Alexa Chung, Lena Dunham, Michelle Williams, Margot Robbie, Dakota John- son, FKA Twigs, Poppy Delevingne, Laura Bailey and Leandra Medine of Manrepeller.
After graduating from Central Saint Martins School of Art & Design in 2006 and having gained studio experience at Marni, Lanvin and Marc Jacobs, Serafina spent two years in Paris working in the design team at Chloé.
She then returned to London and worked on free-lance projects for Chloé, Louis Vuitton, Acne and Charlotte Olympia before launching Isa Arfen, an anagram of her first name and homage to her maternal grandmother Isa, in 2012.