2012 Spring/Summer Collection Video

For Spring Summer 2012 Daniella Helayel has transported Issa back to her roots, to Rio de Janeiro, with a collection brimming with tropical colours, print motifs and fun, flirty fabrics. Get swept away by the spirit of the tropical carnival in a series of samba-inspired, fringed dresses to dance the night away. Flawless and innocent embroidered white cotton and broderie anglais summer dresses with button detailing will look sensational on Ipanema or Le Blon beach and cruising the island barefoot on a yacht.



The juxtaposition of nature and architecture is epitomised in prints featuring the lavish Jardim Botanico with natural foliage on a black background, clean, clear blue seas and the iconic, monumental Christ the Redeemer translated onto elegant kaftans and long lean jumpsuits. The girl from Ipanema can spend her afternoons by the sea in a range of youthful prints inspired by the tropical fruit stands before slipping into graceful, effortless eveningwear with unique motifs from the traditional agogo instrument. Elegant ladies are also catered for with structured dresses, clean lines and nipped in waists in standout, traffic-stopping colours and prints.

We’ve captured the magnetic energy and flamboyance of the Rio carnival in long languid couture kaftans embellished with dancing samba girls, light-catching crystals and feathers in an array of refreshing sorbet hues. A series of gold brocade and dramatic black lace on nude dresses which capture the rich affluence of Rio, enticing the party girls to shimmer and frolic all night long to the bossa nova.

2012 Lookbook

2011 Video

The Issa woman is celebrating a decade of effortless style and elegance - incorporating signature elements of past collections, but with her eye constantly on the future. Inspiration is derived from the subtle chic of Audrey Hepburn and the controversial, yet constantly well dressed Wallis Simpson. The Celebration collection epitomises the power of a woman. From the great love story of Wallis Simpson and The Duke of Windsor to iconic moments in Grace Kelly's wonderfully glamorous life, the Issa woman embraces romance and beauty; a timeless, ageless celebration of femininity.

Delving into our archives and re-discovering that very first dress: a high-necked, long sleeved piece provided the starting point for AW11's refined, polished collection. New, heavier jerseys are introduced to complement the fluidity of signature styles; including beautiful jacquards with print artwork and dotty flock wool dresses to give a more structured shape. This Celebration collection is glamorous with soft, delicate degrade stripes of embroidery on nude tulle as well as more opulent, encrusted dresses covered in embellishment.

A playful twist on classic Issa prints sees elements taken from a decade of archives, reflected, reversed and over-laid to create the 'Celebration' prints with a hint of nostalgia. Distinctive markings of the Okapis inspire bold prints with a sophisticated simplicity for glamorous evening wear while the delicacy of owl wing and pheasant feather prints offer a subtle easy-to-wear alternative.

The Issa woman embraces tailoring with stylish cropped jackets and fitted dresses in structured knit intarsia to create a traffic stopping silhouette; before changing into daring, draped evening gowns in Issa's luxurious, staple silk jersey for late nights of romance.

Biography

Daniella Helayel was born and raised in Brazil; surrounded by spectacular nature, sunshine, weekends spent swimming at the beach and a laid-back, easygoing attitude to life. Although Daniella moved away to study at F.I.T. in New York before arriving in London in 1999 the influence of Brazilian roots is clear to see in her designs. The unexpected colours, natural shapes and thrill of carnivals have been translated into memorable, striking prints in fantastically unique colour combinations.

Once Daniella arrived in London she was filling her closet with more and more one-off vintage finds, but there was nothing from current collections she wanted to buy. Most women find ourselves asking where we can seek out that perfect dress; Daniella's answer? Design your own - and so Issa was born. At that time Daniella was making clothes for herself and a few friends; experimenting up till Issa had its first catwalk show in February 2003. Now the Brazilian designer oversees a label that sells around the world.

The result is a label which focuses on creating dresses to make women feel comfortable, confident and chic with a motto of "Issa for all!". In fact the Issa woman can be anyone who wants to be elegant and enjoy being feminine whilst always on the move with her eventful lifestyle. These truly are 24/7 dresses to help women feel glamorous, elegant yet confident and comfortable whilst updating only her accessories to go from meetings to lunch, back to the office, out to dinner then dancing till dawn.

Over the years Issa has been embraced by a growing number of celebrity fans; including Madonna, Princesses Beatrice and Eugenie, Laura Bailey, Scarlett Johansson, Kate Middleton, Sharon Stone, Kristen Davis, Kylie Minogue, Keira Knightley, Jennifer Lopez and of course Issa women all over the globe of different ages and sizes.

Helayel, now based in Chelsea, London, believes the secret is dresses which flatter women's bodies, boost their confidence, whilst looking timelessly elegant: "Most of my team are women and we all try on each and every design. Of course we have different tastes, body shapes and styles, but if a dress doesn't please us all, I tear up the pattern."

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