Fashion Girls Are Addicted to This One Designer Label

When we first set eyes on both Isa Arfen's resort and spring 2016 lines, we just knew they were going to fly. There are certain ingredients that make for a successful fashion recipe: Start with seriously scrumptious clothes (obviously), add in a generous dash of striking OOTD picture potential, a peppering of brag-worthy insider name-dropping and, ta-da, an It collection is ready to be served to the style-hungry.

Designer Serafina Sama has been a firm favourite amongst insiders for quite some time now, but there's something particularly special about the combination of these bright, block colours, jumbo frills, sweet gingham checks and flattering cuts. This look has exploded into the A-list stratosphere, and everywhere we turn we see another of her off-the-shoulder blouson tops or ruffle-hemmed trousers. And that's not a bad thing at all. Scroll down to see Isa Arfen's lovely looks in action, then shop the key new-season pieces…

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Candice Lake
(Image credit: Melodie Jeng/Getty Images)

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Harley Viera Newton
(Image credit: Dave M. Benett/Getty Images)

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Pandora Sykes
(Image credit: Christian Vierig/Getty Images)

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Margaret Zhang
(Image credit: Phill Taylor)

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Shop from our top Isa Arfen buys:

Hannah Almassi
Editor in Chief

Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits. Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.