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.

Comments are closed.