SAfiYAA is a London-based fashion label founded in 2011 by Daniela Karnuts and named after her daughter, 'Safiya'.[1] She started the company with 12 dress designs and the goal of being "created by women for women."[2] Famous fans of the brand include Jennifer Lopez and Kate Winslet.[3][4] In 2018, the Duchess of Sussex, Meghan Markle, wore a SAfiYAA evening gown while at a State dinner in Fiji with Prince Harry[4] and the following month in London at her first Royal Variety Performance.[5]