Founder Daniella Helayel Leaves Kate Middleton’s Favourite Label Issa London

23 May 2013 by

Issa London SS13

Backstage at Issa London SS13 designed by Daniella Helayel

The Founder and creative director of glamorous Middleton-endorsed label, Daniella Helayel, is to be replaced by a new designer, WWD reports this morning. Brazillian-born Daniella founded the label in 2001 and has very much been the muse for the brand, with her signature Brazillian-glamour-via-West-London designs. The brand, which shows at London Fashion Week, really went stratospheric when Kate Middleton announced her engagement to Prince William in a suitably regal royal blue wrap dress. Since then both Kate and Pippa have been regularly seen in the label's clingy, colourful numbers.

Kate Middleton and Pippa are both fans of the brand

Two years ago Camilla Al Fayed, Harrods boss Mohamed Al Fayed’s daughter, the former owner of Harrods, took a 51 percent stake in a new company set up to develop the Issa brand globally. Helayel was the minority shareholder.
 The reason for the split was reported by WWD to be ‘by mutual agreement, and the split was not acrimonious. A source familiar with the company said that both sides had been unhappy for a while, so Helayel’s departure was not a shock’

The new designer will be Blue Farrier, who has worked with Phoebe Philo at Chloé, and for brands including Stella McCartney, Sandro and Anya Hindmarch – so she will know what she is doing.


Backstage at Issa London SS13 designed by Daniella Helayel

Daniella herself has said that 'The time has come for me to move on to focus on my art, travel and other interests. Creating Issa has been one of the most rewarding things in my life. I may be leaving, but the Issa girl will live forever in my heart.'

A forthcoming Banana Republic collaboration with Issa London will still be designed by Helayel.


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