SAFiYAA is a demi-couture brand, founded by Daniela Karnuts and named after her daughter. It fuses traditional couture techniques, fabrics and finishes with a modern sensibility to create sophisticated, season-less clothes for the woman of day. Its aesthetic is as intriguing as it is elegant, traditional yet very current. Daniela is passionate about challenging our ideas of modern luxury. For her, the narrative behind an item is just as important as the garment itself. “I want to buy things that have been made with care and love and I want to understand where they come from. I want to know that the story is about quality. I will always choose one great piece over several fast fashion items.” As such, all the clothes are produced in SAFiYAA’s private atelier where each item is hand-sewn from start to finish by the same traditionally trained artisan who takes great pride in his work to ensure that the garment is as beautiful on the inside as it is the outside. In addition to elevated daywear, SAFiYAA also creates cocktail attire and red carpet wear. Living in London with her husband, 2 children and Weimaraner dog, Daniela Karnuts was born in Munich, Germany and launched SAFiYAA in 2011.