Afira – the woman

Afira was born and brought up in London and, after graduating in Fashion, and studying further at St Martin’s School of Design, gained experience working for a number of key British fashion designers. After graduating she also created her own handbags and accessories line, selling in London boutiques, and worked as a British High Street trend analyst.

She often works as a fashion consultant, including consulting as a fashion insider with Urban Gentry for a number of years, advising journalists and fashion enthusiasts, and most recently creating the Beautifully Wicked lingerie label.

Afira is also experienced as a fashion writer and blogger, writing trend predictions and reports for leading fashion trend agency Trendstop and for some years writing a bi-weekly fashion advice page for renowned leading British fashionzine Fashion156.

She has designed and consulted for private clients, who were constantly asking her when she was setting up her own label. This demand, and her own frustration finding clothes that felt and looked right for herself, created a critical mass leading to her first collection.

Afira designs for women like her, who are passionate, feminine and provocative.

AFIRA – the company

AFIRA is a young, design-led and London-based womenswear label, creating distinctive clothes for strong, independent and stylish women. Quality, luxury, demi-couture and boundary-breaking design are at the heart of the brand philosophy.

The design element has developed alongside gallery installations and artistic collaborations with photographers, film-makers, performance and visual artists, such as her work with renowned fetish artist Sardax. These art projects feature strongly in the company’s plans for the future.

These bold and bespoke, personal designs have until now been the work of a one-woman cottage industry, creating, manufacturing and selling her garments from her small studio, and serving a niche market.

The work

AFIRA encapsulates contemporary and classic design for women. Vamps, femme fatales and dominant women inform her designs, and she takes great inspiration from the Goddesses of antiquity as well as the bold, aspirational contemporary woman she embodies. This combination of traditional approaches and cutting-edge aesthetics is the mark of everything she does. View the COLLECTIONS for more information.

Please contact Afira for enquiries about the work and collections, if you wish to discuss possible consultation work, or if you have a special garment you wish to commission (weddings, awards ceremonies, special occasions etc).