(Photo:formal dresses)Most fashion designers believe they’ve hit the jackpot when style icon, the Duchess of Cambridge wears one of their pieces. It’s called ‘The Kate Effect’ and the item usually sells out within minutes. But it doesn’t always end well.
Fashion designer Daniella Helayel has opened up about the rise and fall of her women’s fashion label Issa, after the Duchess of Cambridge wore one of her dresses during her engagement announcement interview with William in 2010.
“That morning I’d gone to yoga as usual, and then I got a call from a friend telling me about the royal engagement. It was all very exciting. We didn’t have a TV at the studio and this was pre-Instagram, but we soon knew Kate was wearing Issa because at four o’clock the phones began ringing and didn’t stop. It was bonkers,” Helayel told The Daily Mail on Sunday.
“I had no idea Kate was going to wear it. She occasionally came to the studio, but she also shopped at Fenwick and I think that is where she bought the blue dress.”
The dress didn’t have a name yet (it was known by its style number DJ157) but it was sold out within five minutes.
“From the day of the royal engagement our sales doubled. I didn’t have the money to finance production on that scale. The bank refused to give me credit and the factory was screaming for me to pay its bills. I needed an investor,” Helayel told The Daily Mail.
Helayel brought on Camilla Al-Fayed, a good friend and daughter of Egyptian business magnate Mohammed Al-Fayed. Camilla bought 51 percent of the company which was worth £27 million at its peak, with celebrity fans including Madonna, Scarlett Johansson, Jennifer Lopez, Keira Knightley and Jennifer Hudson.
By early 2012 a new CEO was appointed and the fashion label’s direction began moving in a different direction, which didn’t work for Helayel. The fashion designer left the company in May 2013, and fell out with her close friend in the process.
After a two-year hiatus from the fashion industry, Helayel has started a new label, Dhela, which will launch in late February.
“I began designing to make women feel gorgeous. This was my philosophy when I launched Issa, and it’s my philosophy now,” Helayel told The Daily Mail.
“I have boobs and curves and, like many women, the dresses I found in shops generally didn’t fit very well. I started designing to make clothes that made women feel sexy and confident — clothes that could move seamlessly from daywear to evening, that looked great and that lasted.”Read more at:bridesmaid dresses