Isa Arfen

I have just spent the morning exploring the collections of Serafina Sama, a relatively new designer, Italian born but based in Bayswater.  She designs under the label Isa Arfen.

I am drawn to her work as I dislike being ‘tucked in’!  I want to appear feminine without tight waists, tucked in shirts and figure creating belts.

This particular image shows just how clever this designer is.  The top is beautifully shaped.  It has a slimming long V neck and plays on the idea of a neat waistline.  The ‘skirt’ of the top skims of the widest part of the derriere; great for those wishing to hide their hips and ideal for those wishing to create a more curvy shape.

The trousers too are multi-taskers ….loose enough to flow over a more heavy leg and yet short enough (just revealing the ankle bone) to show a dainty, feminine ankle.  I love, love, LOVE this creation.

Her oversized lines build on the theme of feminity; big, luxurious coats that cocoon automatically play upon the idea that you are mysterious and vunerable (?) and yet the sophisticated cigarette trousers underneath assure the world that you are indeed a woman who knows her own mind. Am I now getting carried away??


Isa Arfen’s use of colour is also impeccable; simple, clear colours that give an easy, polished look.  Her designs, I would imagine make dressing in the morning oh so simple; monochrome base lines with a splash of colour.








“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.”

Serafina Sama – Isa Arfen


You can find Isa Arfen on line at or else take a trip to Covent Garden.


Still in a Downton frame of mind (see my article under Fashion Trends) and still bubbling with excitement at the 1920’s approach to body shape and fluid fabrics I have found a few gorgeous things for you in the Jigsaw shop.









The 1920’s style particularly flatters those with a boyish shape (not much, waist, chest and hip to speak of) and those with fantastic shoulders but smaller hips.

The effortless fabrics can also flatter those with a more apple type shape as they tend to skim rather than hug. This long line airy jacket style streamlines all ladies with joyous, happy middles!

Are you apple shaped?? Bet you have  great legs. It almost goes without saying! 20’s style tunics can emphasise a great leg! There are some fantastic tights/stockings/leggings on the market. Take time to hunt around and make the most of one of your best features.










Your very own Downton

I ignored Downton Abbey when it first came out, reluctant to be tied into watching a series. But I soon became entranced by the clothing and costumes, the subtle changes in fashion and the luxury of the fabrics. My eldest daughter and I have played ‘catch up’ watching an episode a night and so the fashions move forward at a very quick pace.  How much more beautiful the women look once the style of the 20’s takes hold; elegantly draped fabrics are so much more flattering that figure squeezing corsets.  The same is true of fashions today.  If you are a larger, more curvaceous lady it is better to drape fabric than to squeeze into spandex and all of these horrendous bits of body enveloping underwear that is supposed to make you look slimmer. Armani Fall/Winter 2013 has some gorgeous ideas but with a much more modern twist.  I am slim but have no chest to speak of so I am taking very good notes from this 20’s inspired collection.  May be I will get out the sewing machine…………..

Be kind to your feet


Posture is the key to looking good.  You can have the most amazing outfit and the most unique shoes but unless you can stand elegantly and walk confidently in your heels you are really onto a downward spiral.  I absolutely love footwear but, having watched many women stumble and ‘clamber’ down the pavement in front of me I have refrained from buying the ‘beautiful but impossible!’


I still love a stylish, interesting shoe but opt for lower heels, or at least platforms (so that the heel height is not so desperate) and a more rounded toe.  Here are some of my favourites.

Dune £145


Toast £275


Dune £89

Whitestuff £65

Anthropologie £138

Anthropologie £