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July 30 2014

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1 posts tagged "Serifina Sama"

With an Assist From Lena Dunham, Isa Arfen Has Arrived

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YASMIN SEWELL AND SERAFINA SAMAFor an up-and-coming label like Isa Arfen, dressing the biggest television star of the moment is a game-changer. So when Lena Dunham appeared last week wearing the “eye” shift dress on the red carpet in Hollywood for the Television Academy’s “An Evening With Girls,” designer Serafina Sama said it was her “second dream come true.”

Her first dream? “Working with The Shop at Bluebird.”

Despite being on the scene just shy of two years, Sama (Isa Arfen is an anagram of her full name) has become known for her use of texture, color, and volume. The digitized eye was her first experimentation with print, and she knew from the onset who she wanted to collaborate with: “Marcela Gutiérrez was my fellow classmate at Central Saint Martins, and she had such a talent for print she moved from fashion to illustration. She is really gifted at portraiture, with a focus on the eye, so it was natural for us to work on that and draw it out.”

Sama created two eye pieces—culottes (£420) and a skirt (£635)—exclusive to The Shop at Bluebird, one of London’s most underappreciated retail concept stores (but perhaps not for long, as its online launch begins next week). “I not only love their edit of designers,” said Sama, “but also the way they curate furniture and art. I can easily lose hours in the shop, wandering around.”

Last night at Bluebird, Charlotte Dellal, Yasmin Sewell, and more turned up for a preview of Isa Arfen’s AW 2014 collection. Sama explained how Dunham’s eye dress came to be: “It was originally a little cropped top, but Lena thought it was too short for her, so I basically made it into a dress in two days, sent it out, and crossed my fingers.” Dreams, apparently, come true sometimes. Twice.

Photo: Courtesy Photo