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.” 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 her brand's 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.