Safiyaa

British womenswear label Safiyaa was founded in 2011 by Daniela Karnuts, named after her daughter and meaning purity. As a successful woman in fashion media, the founder was frustrated that men in business had options for bespoke suiting, while women had nothing comparable. With this, Karnuts launched her own label focused on creating sophisticated and flattering clothing to make women feel confident and comfortable. 

Each piece from Safiyaa is exclusively made-to-order, crafted by expert artisans using traditional techniques. Designs are produced by just one artisan, meaning that products are seen through from start to finish by one expert to ensure an exceptional finish. Appointments to the atelier are by invitation only, creating the ultimate air of exclusivity and a truly luxurious experience. 

The Safiyaa aesthetic is one of modern refinement and femininity. Striking and powerful silhouettes are created in exquisite fabrics to create contemporary, polished designs. The label frequently incorporates cut-out details, asymmetric lines and block colours for a sleek, considered style. Safiyaa produces pieces for the everyday, the office and the evening, meaning that every aspect of life is catered for, taking an elegant yet effortless approach to every occasion. Floor length gowns in rich jewel shades are met with body hugging midi dresses and soft knit dresses. Sharp separates utilise strong female tailoring to create versatile pieces in an array of neutrals and statement pastel shades. Across modern knitwear, vegan leather skirts and sophisticated dresses, Safiyaa designs are clean-lined and beautiful, working perfectly from day to night. 


Ready-to-wear from Safiyaa is available through the brand’s site, as well as through Net-a-Porter, Harrods and My Theresa. The brand’s atelier can also be contacted through the Safiyaa website.