London-based womenswear label ISA ARFEN was founded in late 2011 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. Her collections combines a strong sense of tradition with a modern, eclectic attitude. 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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