Brazil is known for its beautiful scenery and people. And Brazilian fashion designer Daniella Issa Helayel’s approach is no different when it comes to the clothing that she designs for Issa, her fashion label. Issa dresses are made to be worn to the beach, to the office and even while walking down the red carpet. The range of beautifully designed silk print jersey style dresses have been seen on stars like Madonna, Scarlett Johannson and Naomi Campbell.
Helayel’s label was founded ten years ago while working in London as a fashion consultant and buyer. She became frustrated after not being able to find dresses that could be functional enough to wear for various occasions.
Many of the clothes that Helayel designs have been inspired by the works and designs of CoCo Chanel. She told stylejunkee.com that “CoCo Chanel created a dream that is still living and is still one of the most desirable collections.”The target consumers for the label are women in their thirties who have hectic schedules. In an interview with stylejunkee.com Helayel said “Whether they are a housewife or business executive, with a petite frame or a curvaceous body, we have something for them.”
Although she spends much of her time between her offices in Los Angeles, New York and Tokyo, there’s a touch of Brazilian flavor that’s added to her label collection.
“Brazilians love to get dressed and the women are super feminine and connected to their bodies, so they take pride and satisfaction in their clothes,” she said in an interview with the latimes.com. This is the elegance and chic that the fashion designer tries to embody in Issa. The majority of the dresses she designs are belted dresses that make the waist look slimmer.
“I see my role as a designer to produce dresses which are flattering, sexy, comfortable and versatile,” she went on to say. Her label has recently expanded and includes lingerie, accessories, knitwear, swimwear, baby and children’s wear. These dresses are easy to wash and easy to wear and care for, so those busy mothers she describes for her reasoning in creating Issa won’t have much to worry about with Baby Issa. Other pieces within the children’s collection include boys’ shorts, polo style shirts and nighttime wear. These items are essential every day pieces for children 0-12 years old. This collection will be available for purchasing this summer.
Her upcoming summer collection called Indian Summer. This collection of dresses will feature solid-colored silk ensembles that are inspired by cocktail dresses and gowns.
In an interview with style.com she said “You can’t see the details if you have too much print. So the details will encompass two kinds of drapes: either tightly gathered pleats that sometimes wrapped corset-like around the waist, or a fluid variety that was tucked here and there to create various silhouettes—strapless, asymmetrical, halter, short, long…” Helayel recently received rave reviews when Kate Middleton wore a sapphire colored jersey dress that was from her label to announce her engagement to Prince William of Wales. The dress she wore was over $500 and sold out in one hour from www.net-a-porter.com. Middleton has worn several more dresses from the Issa collection while making public appearances. And there are speculations that Halayel may be the one designing Middleton’s wedding dress.
Helayel is currently working on creating an online store so that her clothes can be purchased worldwide. In the U.S, major department stores such as Neiman Marcus and Nordstrom carry her designs. She’s also working on opening six boutiques including one in her home country of Brazil. So be on the lookout for more of her warm and delightful designs. Check out www.issalondon.com for more information.