Safiyaa

Under the Radar

Trendiness score

39 of 100

Popularity score

55 of 100

0

Brand fans

119

Product saves

London

https://www.safiyaa.com

Style keywords

Minimalist

Architectural

Timeless

Sophisticated

Structured

About the brand

Founded in 2011 by Daniela Karnuts, Safiyaa emerged from a vision to bridge the gap in women's luxury fashion that men's Savile Row tailoring had long filled. Named after Karnuts' daughter—with 'Safiyaa' meaning purity in Urdu—the London-based brand operates in the innovative demi-couture space, combining bespoke craftsmanship with made-to-order efficiency. Each piece is meticulously crafted from start to finish by a single artisan, ensuring exceptional quality while avoiding the prohibitive costs of haute couture. Safiyaa has become synonymous with timeless elegance and architectural precision, attracting a distinguished clientele including Meghan Markle, Michelle Obama, Jennifer Lopez, and Kate Winslet. The brand's philosophy centers on creating investment-worthy pieces that transcend seasonal trends, offering women sophisticated wardrobe foundations comparable to men's bespoke suiting. With clean lines, bold silhouettes, and refined tailoring, Safiyaa represents modern luxury that empowers women through impeccable fit and enduring style.

London

https://www.safiyaa.com

Instagram

309k followersOpen in app

What people are saying

HELLO! Magazine

The structured fabric lent weight and security, ensuring the design projected confidence and polish.

Oct, 2025

The Redefined Feminine

Luxury womenswear brand Safiyaa's ready-to-wear and demi-couture collections offers a modern, sculptural take on tailored femininity. Known for its elegant crepe and satin-backed crepe pieces, the label specialises in cape-sleeved dresses, sleek jumpsuits, and structured midi gowns — all ideal for the Queen Anne and Royal Enclosures.

Jun, 2025

The Redefined Feminine

Moreover, Safiyaa's use of double crepe lends a fluid drape that elevates each silhouette with quiet sophistication.

Jun, 2025

theweddingdress.com

Modern designs often require fewer alterations, making them ideal for rental.

Nov, 2024

HELLO! Magazine

The brand is known for creating demi-couture pieces where "striking silhouettes in luxe fabrics and rich colours are fused with artisanal craftsmanship."

Dec, 2024

MoneySavingExpert Forum

The dress arrived and was unfortunately too small so I sent it back within the allotted 30 day time period. It was confirmed by Safiyaa that they had received my order and that it was going through an internal quality check. I repeatedly chased to confirm if that was complete as I'd had no update, however I'm now facing issues speaking to anyone at the company. They don't answer the phone or emails and I've seen reviews saying the same has happened to others.

Jul, 2025

HELLO! Magazine

The structured fabric lent weight and security, ensuring the design projected confidence and polish.

Oct, 2025

The Redefined Feminine

Luxury womenswear brand Safiyaa's ready-to-wear and demi-couture collections offers a modern, sculptural take on tailored femininity. Known for its elegant crepe and satin-backed crepe pieces, the label specialises in cape-sleeved dresses, sleek jumpsuits, and structured midi gowns — all ideal for the Queen Anne and Royal Enclosures.

Jun, 2025

The Redefined Feminine

Moreover, Safiyaa's use of double crepe lends a fluid drape that elevates each silhouette with quiet sophistication.

Jun, 2025

theweddingdress.com

Modern designs often require fewer alterations, making them ideal for rental.

Nov, 2024

HELLO! Magazine

The brand is known for creating demi-couture pieces where "striking silhouettes in luxe fabrics and rich colours are fused with artisanal craftsmanship."

Dec, 2024

MoneySavingExpert Forum

The dress arrived and was unfortunately too small so I sent it back within the allotted 30 day time period. It was confirmed by Safiyaa that they had received my order and that it was going through an internal quality check. I repeatedly chased to confirm if that was complete as I'd had no update, however I'm now facing issues speaking to anyone at the company. They don't answer the phone or emails and I've seen reviews saying the same has happened to others.

Jul, 2025