trends
May 12, 2024

The Kate Effect: Why Kate's engagement dress ruined the designer

Kate Middleton is known for her outfits delighting the masses. And so it may happen that the Duchess of Cambridge carries a special part and this is then sold out within hours. That is also because she is wearing quite affordable fashion. And last but not least, their mix of classic and everyday style.

But what most labels should enjoy, for others, obviously also has dark sides. The designer Daniella Helayel now told the 'Dailymail' in an interview that her greatest achievement was a real challenge for her fashion label at the same time - and finally its demise. But how did it happen?

Designer Helayel designed Kate's engagement dress

Daniella Helayel designed the dress Kate wore when she and Prince William officially announced their engagement. The knee-length blue cocktail dress had brought the fashion label 'Issa' an unprecedented onslaught. The demand was so great that Helayel could not keep up.

In the interview she says that her label was a niche brand until then and was in financial difficulties between 2008 and 2009. It all changed when Kate wore the dress.

Designer Helayel went to yoga the morning as usual when a friend informed her by phone about the royal brand ambassador.

The dress was sold out within 5 minutes!

"It was all so exciting," says Helayel today. The dress was sold out within five minutes and was pre-ordered countless times.

Since the day of the engagement, sales doubled. Unfortunately, Helayel did not have the money to finance further productions. The bank refused a loan, the production companies insisted on the outstanding amounts. Helayel needed an investor - whom she finally found in Camilla Al-Fayed, which bought 51 percent of the company's shares.

In 2012, a new CEO was added, from there "things have gone in a strange direction," says the designer. In 2013 she left the label for good. Shortly thereafter 'Issa' was discontinued. Meanwhile, Daniella Helayel has a new fashion label.