In an era of two-week trend cycles and disposable fashion, the concept of “timeless style” might seem like fashion’s most persistent myth. We’re told that certain pieces—the perfect blazer, the little black dress, the well-cut trousers—transcend seasonal whims. Yet somehow, what qualifies as “timeless” seems to shift with each passing decade. This paradox sits at the heart of the industry: fashion sells the promise of permanence while profiting from constant change.
Daniela Karnuts, founder of the London-based demi-couture label Safiyaa, has spent more than a decade challenging this contradiction. Her approach to statement dressing isn’t about capturing a fleeting moment but about creating pieces with staying power—garments that command attention not because they’re novel, but because they’re necessary.
“Fashion has perfected the art of urgency,” Karnuts observes, referencing an industry that thrives on convincing consumers they’re always one purchase away from sartorial perfection. “But urgent fashion rarely survives beyond the moment it was designed for.”
When a Dress Makes History
Consider the electric-blue cape gown Meghan Markle wore during her 2018 visit to Fiji—a Safiyaa creation that became instantly iconic not because it was trendy, but because it achieved something more lasting. With clean lines, bold color, and impeccable fit, it demonstrated how a statement piece could be both memorable and enduring.
“I wanted to create pieces that would photograph well years later, not just in the moment,” explains Karnuts, whose background in corporate environments gave her unique insight into how women’s wardrobes function over time. “A true statement piece isn’t about shock value—it’s about precision and presence.”
This distinction lies at the core of Safiyaa’s philosophy. Where many designers chase the viral moment—the Instagram-ready outfit that captures attention for a week before disappearing into the digital ether—Karnuts designs for the long view. Her statement pieces aren’t meant to be worn once and archived; they’re built to become reliable protagonists in a woman’s wardrobe narrative.
The Menswear Advantage
The roots of Karnuts‘ approach to timelessness trace back to an observation she made during her corporate career: men had it easier. While women navigated ever-shifting style dictates, men relied on tailoring principles that remained consistent decade after decade.
“A colleague could wear a bespoke Savile Row suit from twenty years ago and still look refined,” Karnuts notes. “Meanwhile, women’s ‘investment pieces’ often felt outdated after just a few seasons.”
This disparity crystallized Safiyaa’s mission: to bring the reliability of menswear tailoring to women’s statement dressing. Instead of treating eveningwear as an arena for experimentation at the expense of longevity, Karnuts approached it with the same structural principles that make a well-cut suit timeless—clean lines, precise tailoring, and a focus on enhancing rather than overwhelming the wearer.
“I want the woman to wear the dress, and not the dress to wear the woman,” she emphasizes, articulating a philosophy that places the wearer’s presence above the garment’s novelty.
Beyond the Beige: Timelessness Isn’t Boring
A common misconception about timeless fashion is that it must be neutral, minimalist, or understated. This assumption has led to a certain homogenization of “investment dressing”—an endless parade of beige cashmere and navy blazers that equates longevity with restraint.
Safiyaa challenges this limited view. Karnuts‘ collections feature vivid colors, architectural silhouettes, and dramatic elements like the cape that made Markle’s Fiji appearance so memorable. These aren’t subtle garments, yet they achieve timelessness through structural integrity rather than trend-driven details.
“Timelessness isn’t about disappearing into the background,” Karnuts argues. “It’s about creating something that remains relevant because it was designed with intention rather than urgency.”
This approach explains why celebrities from Michelle Obama to Jennifer Lopez choose Safiyaa for high-stakes appearances. The brand’s statement pieces command attention without relying on fleeting trends, making them suitable for moments that will be photographed, scrutinized, and remembered.
The Technical Foundation of Lasting Impact
What separates a statement piece with staying power from one that quickly feels dated? According to Karnuts, the difference lies in technical execution rather than conceptual novelty.
“Many designers focus on creating something that hasn’t been seen before, even if that means compromising fit or function,” she explains. “We focus on perfecting what works—refining silhouettes that enhance the body rather than distorting it.”
This technical foundation is built on traditional tailoring principles: precise measurements, strategic seaming, and an understanding of how fabric behaves on the body over time and movement. Each Safiyaa piece is constructed by a single artisan from start to finish—an approach that preserves craftsmanship standards more commonly associated with menswear or haute couture.
The result is statement dressing that doesn’t sacrifice comfort or practicality for impact. A Safiyaa gown might feature a dramatic cape or sculptural neckline, but these elements are engineered to work with the body rather than against it. This wearability is central to the garment’s longevity—statement pieces only survive in a wardrobe if they’re actually worn.
The Environmental Imperative of Lasting Design
The conversation around timeless fashion has taken on new urgency as the industry grapples with its environmental impact. Consumers now buy five times more clothing than they did in the 1980s, with much of it discarded after just a few wears. This cycle of consumption and disposal has made fashion one of the world’s most polluting industries.
Safiyaa’s made-to-order model offers an alternative approach. By producing only what customers actually order, the brand eliminates the waste associated with unsold inventory. More significantly, by creating pieces designed to last physically and aesthetically, Karnuts challenges the planned obsolescence built into most fashion business models.
“The most sustainable garment is the one you keep wearing,” she notes, cutting through the greenwashing that often characterizes fashion’s sustainability messaging. “True sustainability isn’t just about organic materials or ethical labor—it’s about creating clothes that don’t need to be replaced every season.”
This perspective shifts the focus from how clothes are made to how long they remain relevant. A statement piece that stays in rotation for years or even decades represents a profound reduction in environmental impact compared to an endless cycle of trend-driven purchases, regardless of how “sustainably” those trend pieces are produced.
The Investment Reframed
As consumers become more conscious of both environmental impact and personal spending, the concept of “investment dressing” has gained new currency. Yet many brands use this terminology while still designing for planned obsolescence, creating pieces that feel outdated within a few years despite their quality construction or premium materials.
Daniela Karnuts offers a more honest interpretation of sartorial investment. Rather than treating longevity as a marketing tactic, she builds it into the structural DNA of each garment. From the precision of the initial pattern to the selection of fabrics that improve with age, every element is chosen with longevity in mind.
“An investment piece shouldn’t just be expensive—it should return value over time,” Karnuts explains. “That value comes from versatility, durability, and design that transcends momentary trends.”
This approach makes particular sense for statement pieces, which often represent a significant financial commitment. When a garment is designed to make an impact—whether at a wedding, a professional milestone, or a significant public appearance—its ability to remain relevant year after year transforms it from an expense into a genuine investment.
The Future of Statement Dressing
As fashion navigates post-pandemic realities and growing environmental consciousness, Daniela Karnuts‘ vision of timeless statement pieces offers a compelling path forward. Her approach suggests that memorable style and responsible consumption aren’t mutually exclusive—that a garment can command attention without contributing to fashion’s disposability problem.
“The next frontier of luxury isn’t about how quickly we can create something new,” Karnuts predicts. “It’s about creating something that lasts—physically, aesthetically, emotionally.”
This perspective challenges both the industry and consumers to reconsider what makes a statement piece truly valuable. Is it the ability to capture a fleeting trend, or the power to remain relevant across contexts and years? Is it momentary novelty, or lasting presence?
Safiyaa’s answer is clear: the most powerful statement a garment can make isn’t about following the zeitgeist, but about transcending it. In Daniela Karnuts‘ vision of fashion, timelessness isn’t an empty marketing promise—it’s the ultimate luxury, and the true art of the statement piece.
