ISA ARFEN

I'm always on the look out for new appealing designers (- when I manage to find some spare time that is). It fascinates me to notice how they express their brand aesthetic through their collections and I love to explore their different ideas and where they gain their inspiration from.

Most recently I came across 'Isa Arfen', a new brand which showcases a traditional design aesthetic with quirky cuts and dreamy embellishments. This label was founded by Central Saint Martin's graduate Serafina Sama in late 2011, who grew up in Italy where she gained studio experience working with designer labels including Marc Jacobs and Lanvin before settling as a design assistant at Chloe for two years before moving on to London with intention to launch her own label.

The brand features sensual silhouettes and muted colours yet containing a relaxed, feminine and fun feel as you will notice from the S/S13 collection below, which displays signature pieces including high waists, cropped tops and oversized shirts, main colours include emerald green and petunia pink. Stockists in the UK include Opening Ceremony situated in Covent Garden.

                            Images courtesy of Isa Arfen