Amid the organised backstage chaos at London Fashion Week, InStyle caught up with the always-smiling creative director of Issa, Daniela Helayel, pre-fashion show to find out her inspiration for Autumn Winter 2013, as well as what it is that make her designs so popular with A-listers from Kate Middleton to Scarlett Johansson.
What were your inspirations for AW13?
When we looked at the mood boards we were seeing a lot of Navajo, American Indian influences with lots of patterns, feathers, birds, textures, body paint so then when we started the prints we wanted a woman that was quite nomadic, not too done up and slightly more cool.
Do you have a favourite piece from the collection?
No, not yet. It's a very nice collection.
Do you generally prefer Spring Summer or Autumn Winter?
Oh I definitely prefer Spring Summer but actually my favourite collection is Resort. I could live on holiday!
How would you describe the woman that you've designed for this season?
Well the collection is all about beautiful prints and very cool outerwear with shearling and those kinds of materials. It's all about wanting to wear easy pieces.
You're celebrity fans include Scarlett Johansson and, of course, Kate Middleton. What do you think it is that they love about your designs?
Hopefully they're easy to wear and friendly, and make people feel good because that's what it's all about.
What's next for the brand?
We're opening a shop in Tokyo on 3rd April and then another in Brazil in June, and there are a few others coming, too.
How will you be celebrating after your London Fashion Week presentation?
Tonight I'm just having dinner with friends. No party tonight!
By Sarah Smith