The term the Kate Middleton effect is most commonly used to explain the positive repercussions for a fashion brand that the Duchess of Cambridge has chosen to wear, but for luxe London-based fashion label Issa, almost the opposite was true.
When Kate opted to wear Issa’s royal blue wrap dress to reveal that she and Prince William were engaged the label was faced with such a high demand for the style that it nearly went bust.
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Issa chairwoman Camilla Al Fayed explains: “It absolutely sky-rocketed the brand on a global scale, but it was too much.”
Adding: “Demand was so huge the business couldn’t cope. If Kate wears a Zara dress, these huge companies have the backing to follow through. Issa was basically run by interns, students and Daniella [Helayel, the label’s founder and designer]. There was no business model.”
INSTYLE TALKS TO DANIELA HELAYEL
Three years later and with Camilla on board, though, and Issa have opened their first standalone store in Japan.