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Meet... Mix/Isa Arfen, the designer 

label loved for its playful femininity


Isa Arfen sounds like the person who helms this label – but the name is a concoction by

actual designer Serafina Sama. Well, it’s not a complete fabrication: the moniker is an anagram of Sama’s 

first name and pays tribute to Sama’s grandmother Isa – one of the strong women of her youth in her 

native Italy whose irreverent styles influence her eclectic designs.

Serafina Sama, designer of Isa Arfen


Sama’s collections are effortlessly glamorous, undeniably feminine and often playful, traits 

reflected in her cabal of cool-girl fans including Alexa Chung, Michelle Williams and Margot Robbie. 

Think languid dresses layered with ruffles, neat little tops with pretty knot detailing, trousers that sit 

high on and flaunt the waist, and oversized cocoon coats – ladylike, for sure, but never uptight.

“When it comes to fittings, I try everything on myself. I'm 

interested in how a garment feels, as well as how it 

looks. If something feels too restrictive, it doesn't make 

 the cut. If I try it on and start dancing, it's usually a good sign!

- Serafina Sama, designer of Isa Arfen


Where to start? There’s the geometric print ruffled midi dress – ideal for upcoming parties. 

Or there’s the silk terracotta blouse with tie-neck, teamed with the orange checked trousers for a 

sleek, nouveau work look. But if there’s one piece you have to have in your closet from Sama’s 

second collaboration with Label/Mix, it’s the beautiful checked maxi coat with 

russet faux-fur collar, a contender for the coat of the season, surely.

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