London-based womenswear label, ISA ARFEN was founded by Serafina Sama, following a small collection of summer dresses inspired by the retro glamour of Slim Aarons’ society photographs. The pieces were sold exclusively through private sales, and the enthusiastic response led the designer to develop these initial themes into a broader collection that combines a strong sense of tradition with a modern, eclectic attitude. 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. Drawing on the canons of Italian style with equal doses of pride and irony, the label is relaxed, feminine and fun, shot through with a touch of aristocratic sensibility.
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