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Isa Arfen Puts Collection on Hold for Fall 2019

LONDON — Designer Serafina Sama has decided to hit the pause button on her Isa Arfen brand for fall 2019 in order to rethink its direction. Sama, who founded the brand seven years ago, will not be presenting a fall 2019 collection, either to buyers or to press.
“I am not shuttering the business, but rather taking a hiatus to refocus and review what the next phase should be for the brand that I have nurtured and grown over the past seven years,” Sama said in an interview, adding that the shifting landscape of the industry and its increasingly rapid pace were main reasons behind her decision.
“As a brand, we are always under pressure to produce more collections for an audience with a very short attention span,” said Arfen, adding that she wants to take time to “review, refocus and reenergize,” in order to ensure the brand is less wasteful. “I want to look at ways of producing more responsibly. At the end of each season, there are so many samples, canceled styles, leftover fabrics — all this stuff that nobody needs.”
Exploring the direct-to-consumer route further or producing more focused collections with smaller drops or limited runs are among the strategies

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Via:: https://wwd.com/fashion-news/fashion-scoops/isa-arfen-collection-on-hold-fall-1203052999/