The royal engagement of Kate Middleton and Prince William on November 16, 2010, significantly impacted both their lives and the fashion industry. The sapphire blue dress worn during the announcement, designed by Issa, became a sensation. This phenomenon, known as the ‘Kate Effect,’ propelled Issa into the spotlight. However, what became of the brand that gained from this momentous occasion?
Founded in 2001 by Brazilian designer Daniella Helayel, Issa was popular among celebrities and socialites. The dress worn by Kate featured a distinctive criss-cross neckline and a flattering silhouette, selling out within minutes of the announcement. Helayel’s designs were known for vibrant colors and elegant prints, appealing to fashion-conscious women.
The immediate impact of the royal engagement
On the day of the announcement, excitement filled the air. Kate Middleton, elegantly dressed in her Issa creation, stood next to Prince William, holding the iconic engagement ring that belonged to Princess Diana. The wrap dress, later known as the Sapphire London Dress, became an instant bestseller, with retailers worldwide inundated with orders.
Helayel recalls the moment vividly. After returning from yoga, she received a call informing her of the royal news. The studio, devoid of a television, was suddenly flooded with inquiries as the phone rang incessantly. It was a surreal experience; the designer was unaware of the whirlwind her brand was about to face.
The rise of Issa
Before this monumental event, Issa had drawn attention in elite circles, with celebrities like Naomi Campbell and Jennifer Lopez wearing its vibrant pieces. Helayel aimed to create clothing that exuded confidence and transitioned seamlessly from day to night. This vision resonated with many women, and the brand’s price points were seen as accessible for the quality offered.
Despite the surge in popularity, the sudden increase in demand posed a challenge. Issa lacked the financial capacity to manage the influx of orders, leading to the decision to seek outside investment. Camilla Al-Fayed, a family friend and businesswoman, acquired a majority stake in the company, aiming to revitalize its operations.
The decline of a promising brand
However, the partnership did not unfold as expected. As the business expanded, Helayel increasingly clashed with new management. The creative direction she envisioned conflicted with the corporate strategies imposed by Al-Fayed and the newly appointed CEO, Angelina Ypma. This immense pressure ultimately led Helayel to leave the company she had built.
In 2013, Daniella Helayel officially departed from Issa, and by, the brand ceased operations. The once-celebrated label could not sustain its success, and the sapphire dress that brought it fame faded into memory. Although the brand was briefly revived in 2017 under the House of Fraser, it could not reclaim its former glory.
Kate Middleton’s evolving style
As for Kate, her relationship with Issa evolved over time. The brand, which once resonated with her youthful spirit, became less favored as she embraced her royal duties. While she had been seen in Issa garments multiple times, the sapphire dress remained a singular highlight in her wardrobe.
Despite the challenges faced by Issa, the impact of Kate’s engagement announcement continues to resonate. The Kate Effect has since become a term describing how her fashion choices influence trends and sales in the industry. Although Helayel’s journey with Issa concluded, her story exemplifies the unpredictable nature of fashion and the significant role public figures play in shaping brand destinies.