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Issa London, the label created by Brazillian born designer Daniella Helayel, is probably best known for creating the navy blue engagement dress worn by Catherine Duchess of Cambridge. Itv will launch its transactional site in the autumn.
Until now, customers have been able to buy the collections at high-end retailer’s and department stores including Selfridges, Harvey Nichols and Net-A-Porter but have never been able to buy directly from Issa London.
Issa London head of digital Desiree Persson said: “Since Issa London’s conception in 2004 it has been Daniella’s dream to reach as many Issa women around the globe as possible and the launch of our online store will make this a reality.
“During a time of such exciting growth and expansion it’s essential our website stays true to the Issa philosophy and reflects the elegance, creativity and timeless qualities of the brand.”
The site will be built with the help of digital agency Folk.
WENN
Daniella Helayel, the founder and creative director of Issa London, a favourite of the Duchess of Cambridge, has now left the label after a 'mutual agreement'.
Helayel founded the label in 2006, but is now set to be replaced by a new designer, according to WWD reports.
The super-lush brand does show at huge events including London Fashion week, and counts Cara Delevingne as one of its models, but it was Kate Middleton who really put it on the radar, when she wore that famous royal blue wrap dress for her engagement announcement to Prince William.
Since then both Kate and her sister Pippa have regularly been spotted in the labels colourful, clingy numbers. And they certainly have the figures for them!
Two years ago Camilla Al Fayed (Harrods boss Mohamed Al Fayed's daughter) took a 51 per cent stake in a new company, with the intention to develop the Issa brand globally.
Daniella Helayel Leaves Issa London, Kate Middleton's Favourite Label
Daniella At London Fashion Week Autumn/ Winter 2013 With Cara Delevingne
WWD reported that the split was "by mutual agreement, and the split was not acrimonious. A source familiar with the company said that both sides had…