Simple cut and pastel shades Isa Arfen

IN THE WEEKLY RUBRIC "NEW MARK" Wonderzine presents young designers and tells where and how you can buy their things. Our heroine this week is Italian Serafina Sama, who founded her own brand Isa Arfen in London.

The first thing that can be noted by viewing the latest collection of Isa Arfen, is a skillful combination of basic clothing silhouettes with pastels and more non-standard colors, such as light brown. There are wide trousers with stripes, midi skirts with basques, and parks and oversize capes. Obviously, the main thing in Serafina Sama's clothes is comfort for a person, which can be seen in the collection of the autumn-winter season with denim suits and fur coats and a coat as if from a man’s shoulder. Commendations about the designer’s work appeared on Style.com, Business of Fashion and Man Repeller, and her stuff is sold in four Opening Ceremony stores in London, Los Angeles, Tokyo and New York. British Elle and Harper's Bazaar are putting Isa Arfen's clothes in shooting along with advertisers' things. Agree for a brand with a two-year history is a great achievement.

In 2006, Serafina Sama was released from CSM, already having experience in Marni, Lanvin and Marc Jacobs. In the same year, Phoebe Faylo leaves Chloé, and Serafina becomes an assistant to the new creative director of the French House, Paulo Melim Andersson. Since 2008, Serafina has gone to freelance: she moves to London, where she works on remote Chloé projects, and also collaborates with Louis Vuitton, Acne and Charlotte Olympia. And only in 2011 she decides to establish her own line of women's clothing, which she still does today.

The turning point in my life was getting to know Paulo Melim Andersson when I was an intern at Marni. In 2006, when Paulo was appointed creative director of Chloé, he called and offered to become his assistant. Of course, I agreed! But if we talk about the launch of my own line, then there is no better place in the world to start than London. There are a lot of young and talented designers. And we must admit that in the market among this colossal number of promising newcomers with avant-garde and innovative style, I sometimes have a hard time. If you look at the picture as a whole, I like the fact that now there is more space and opportunities for new names. You can really be noticed, and you can really become successful. But the fashion industry has something to hate: the label "last season" is rather quickly attached to many things. The idea of a one-time use. I believe that clothes deserve love, not obsession with it for three months. Clothing Isa Arfen in the first place - the story about comfort. The things that I do are beautiful, but I never tried to somehow excel in design.