But it was that same popularity is what was the beginning of the company’s downfall.
“When Kate wore that dress everything changed.”
Worn#onthisdayin 2010 by Kate Middleton when she and Prince William announced their engagement.
The silk jersey wrap dressby Brazilian designer Daniella Helayel for Issasold out within minutes.
The label soon foundered, a casualty of the “Kate Effect.
Banks turned down Helayel’s credit request, forcing her to find an investor.
The partnership started well and she loved how organized Al-Fayed was.
In May 2013, she quit as Issa’s creative director.
Two years later, the business was closed.
“To watch it evaporate was heartbreaking,” Helayel added.
In 2017, Al-Fayed sold the Issa label to the House of Fraser.
The interest in the Shola dress was so intense that their web traffic surged and their site crashed.
“She opened our brand up to the international market and gave us great exposure around the globe.”
The “Kate Effect” is formidable and her children have seemingly inherited the same influence.
Prince George and Princess Charlotte are also seen as fashion icons for having the same effects on the consumers.
