When Daniella Helayel couldn"t find the dress she really wanted to wear, she decided to design her own. It was such a success that she made some more. Now, just a few years later, Issa is a hit around the world, worn by women who want style and glamour without sacrificing comfort.
I wanted a dress that made me feel comfortable and glamorous at the same time something that could take me anywhere, from work to play, bedroom to boardroom, "says Daniella.
The name conveys the passion of the Brazilian beaches where Daniella grew up: "Issa" is a surfer"s cry of joy when riding the perfect wave, "she says. That emotion continues to drive Daniella"s design. She wants women to feel a holiday sense of happiness in her clothes even when they are wearing them in more formal situations.
Her first collection, in 2001, was picked up by Daslu in Brazil, the second, a year later, by Maria Luisa in Paris and Barneys in New York. Word went round quickly: here was a style that made women not only look good but also feel good.
Daniella"s dresses are worn by a Who"s Who of the stylish Madonna, Kate Middleton, Scarlett Johansson, Sharon Stone, Kylie Minogue, Keira Knightley, Amy Sacco, Emmanuelle Beart, Jennifer Lopez, Kate Moss but she derives her greatest pleasure from seeing them work on women of all ages.
She says the secret is in making dresses that both flatter and feel good. These clothes are comfortable and exciting: Most of my team are women and we all try on each and every design. We all have different tastes, body shapes and styles. If a dress doesn"t please all of us, I tear up the pattern. "
For Fall 2012 designers are inspired by a wide range of influences, from the elaborate details of brocade and metallic gold embellishments to the dynamic mix of military chic and power pantsuits. Colo