ISA ARFEN, a womenswear label based in London, was established by Serafina Sama in 2011. She started with a small collection of dresses which got inspiration from the vintage charm of the society photographs of Slim Aarons. With the success of this small collection, the designer expanded her collection which is a mix of contemporary approach and tradition. Her line consists of dresses, shirts, tops, trousers and more. The brand is fun, feminine and comfortable. Pop colors, bold styles with an urbane style are the characteristics of the products of this label.