Issa

The Vault

Daniella Helayel, Vogue.co.uk

While studying at the Fashion Institute of Technology in New York, Daniella ISSA Helayel had a tough time finding the perfect dresses for her curvy Brazilian physique which inspired her to create her own. Daniella moved to London in 1999 and began creating the Issa label in 2001.

"The Issa philosophy is that their clothes can be worn from the beach, to the office and then onto the red carpet. They are the ultimate in a dress-up dress-down approach, to be slipped on to work with effortless chic any time or any day." -TheFashionInsider.com

      The Valuables

Two key elements to help identify an iconic Issa garment.

1. Vivacious Prints

Issa Spring 2001 Runway, Elle.com

2. Beautifully draped, typically in luxe silk jersey fabrics 

Issa Fall 2009 Runway, Elle.com

   The Lock

Issa's "Celebrations" collection for Fall 2011

Issa Fall collection was truly a "celebration" of all her recent accomplishments- clothing the new English princess-to-be, raising overall sales by 60% this year, and presenting a beautiful collection at Fashion Week. 

On the runway you could find a variety of lengths from flirty skater skirts to long sophisticated draped jersey knit gowns. Staying true to Issa, there were a lot of silk jersey fabrics but also an addition of heavier knits. Iconic vibrant prints paired with spicy pill-box hats, fur snoods and silk scarves.

Issa Fall 2011 Runway, Elle.com

  The Key

Royalty of Fashion or Royalty of England?

Issa's key to fame just recently occurred in tandem with the royal engagement of Prince William and Kate Middleton.

Kate Middleton and Prince William, RoyalDish.com

Kate sported a beautiful royal-blue Issa dress in her first official appearance with her fiance, Prince William. The exact "Kate Dress" sold out nearly INSTANTLY at the Harvey Nichols department store in London after the photos were released.

Kate pictured in pieces from Issa's collections, fashionfolio.wordpress.com