True elegance doesn’t shout. It whispers,” says Daniela Karnuts as she discusses her latest collection for Safiyaa, the demi-couture brand she founded in 2011. 

This statement of fact clearly reverberates throughout the DNA of the fashion house, where noble fabrics and evergreen silhouettes speak a sartorial language of power and sophistication. 

Each stitch is deliberate, and each embellishment is designed with the modern woman in mind. Karnuts describes her design work as an “ode to this strong feminine force, who carries herself with an inherent grace but possesses an unshakable inner strength.”

Before founding Safiyaa, Karnuts was immersed in the fast-paced world of luxury consulting. Yet, despite her success, she felt an unshakable need to bring her own unique vision of timeless refinement to life. “I realised true luxury isn’t just about the external, but about how it makes you feel,” she explains. Through Safiyaa, she found her true voice, merging meticulous craftsmanship with an unwavering dedication to femininity. 

This season, Safiyaa’s collection feels like a soft revolution. The pieces – whether they’re sculpted jackets or flowing dresses – resonate with a quiet confidence. From the moment one touches the fabrics, their tactile richness can be felt. Evocative hues form the backbone of the designs, an invitation to explore the layers of texture and depth. Her well-thought ethos is woven into every detail of her creations, each blurring the line between daywear and eveningwear as they embrace the multi-faceted lives of the contemporary woman. 

It is this adaptability that defines demi-couture – fashion that models itself to the needs of the wearer. “We want to create looks that transcend time and occasion, garments that become part of a woman’s life story,” Karnuts muses. 

Beyond evening gowns and power suits, the brand has also branched out to include a complimentary swimwear line, but one that has the same refined approach to the execution of each piece. 

Modest yet flattering, the ensembles reflect a unique blend of luxury and practicality. Bikinis, swim tops and cover-ups evoke a serene, effortless beauty, perfect for a day by the sea. The same careful draping and construction that defines the rest of the collection are also evident here, underscoring Karnuts’ commitment to excellence. 

“Watching an attire come to life through the hands of our artisans is an unparalleled experience,” Karnuts says with pride. Her ateliers, located across Europe, are spaces where traditional techniques and modern technology coalesce, giving birth to garments that are at once precise and deeply personal. 

Each item is made-to-order, ensuring that no detail is overlooked and that sustainability remains at the heart of the process. Not only used as a means to celebrate the artistry behind each silhouette, the demi-couture model also minimises waste. “Luxury doesn’t have to come at the cost of the environment,” Karnuts affirms. “It’s about finding balance – honouring the planet while creating something extraordinary.”

This philosophy also translates into the Safiyaa shopping experience. Clients are invited into a world of quiet luxury, where every aspect of the process is personalised. Private, by-appointment showrooms offer an intimate setting for clients to engage with the collection on a deeper level, fostering a sense of connection that goes beyond the act of purchasing. 

“We want to make sure every wearer feels truly seen and valued,” Karnuts reflects. “Shopping for Safiyaa is meant to be a moment of discovery, where a woman finds items that resonate with her on a personal level.”

Safiyaa’s Autumn/Winter 2024 collection is a celebration of the modern woman – strong, confident, and unapologetically herself. Every piece is a reminder that true elegance lies not in loud displays but in quiet strength. “Fashion,” Karnuts concludes, “shouldn’t just dress you – it should elevate you.”