Daniella Helayel jumped from a little known name to a worldwide moniker in the course of a week thanks to one person: Kate Middleton. The stylish princess-to-be chose Helayel's London-based label Issa to outfit her for her official engagement photos to the Prince of Wales. Within minutes of the photos being released, the fashion industry was in an uproar to find the maker of Middleton's navy jersey dress and, more importantly, where they could get it. As a result, Issa and Helayel's name was splashed across every fashion feature from New York to Milan.
Middleton is not exactly the first famous name to be outfitted in Issa. Madonna wore Issa’s teal, pheasant-print jersey dress on “The Oprah Winfrey Show” in 2006. Scarlett Johansson, Kylie Minogue, Keira Knightley, Sharon Stone, and Jemima Khan also are loyalists to Issa, as are British princesses Beatrice and Eugenie who are regulars in the front row at the brand’s London Fashion Week shows. But it seems this move by Middleton is what will transport Helayel from British favorite to global success.
And it seems Helayel is more than ready. First, she plans to relaunch her business in the U.S. She also plans to introduce e-commerce on the Issa Web site, as well as open the first of six stand-alone stores in Brazil. And as if all that wasn't enough, Helayel is beginning to sell a children’s collection called Baby Issa, as well. One thing she's not slated to do? Design Middleton's wedding dress, according to the designer who claims she has not fully gotten into bridal just yet. “I’ve done one-off designs for friends. That’s all,” she said. At least she'll be able to outfit the little royals with Baby Issa once they come along.
Article Source: WWD
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Tags: Alia Rajput, Baby Issa, Beatrice, Brazil, Daniella Helayel, designers, dress, e-commerce, engagement, Eugenie, fashion, industry, Issa, Jemima Khan, jersey, Kate Middleton, Keira Knightley, Kylie Minogue, London, Madonna, photos, princess, Scarlett Johansson, Sharon Stone, U.S., week