My friend Nadya Abela and I had the pleasure to organize an afternoon of fashion, fun and tea for one of my favourite luxury fashion brands, Safiyaa London on Feb 23rd. Founded by Daniela Karnuts, Safiyaa is a demi-couture brand that blends traditional couture techniques with a modern aesthetic to challenge the contemporary idea of luxury. Each piece is produced with luxurious fabrics and the utmost attention to detail in the Safiyaa atelier, with Daniela herself doing the fittings.
In the beautiful rooms of the exclusive private members’ club Morton’s, Daniela presented Safiyaa’s new stunning S/S17 collection in front of a crowd of cherry-picked fashionistas. Needless to say, they were blown away by the beautifully structured silhouettes that fit the body like a glove, the tailored-to-perfection jackets and outerwear that hug the body like a mantle and the flowing ballgowns that make every woman who wears them feel beautiful and alluring. The pure white and deep black hues of the pieces were accentuated by splashes of vibrant blue and pastel pink and azure shades – the perfect spring palette for confident women always on-the-go.
Once the show was over, these beautiful fashion pieces sold out very quickly! Safiyaa’s founder Daniella generously agreed to donate 10% of all the proceeds from the afternoon’s sale to Nadezda Fund, the charity Nadya set up to help Russian children get access to medical treatments and education, cementing the bond between fashion and good causes.
It was an absolute pleasure to organize such a fun-filled afternoon in support of one of my favourite fashion brand and charity.