Learn The Story Of Kate Middleton's Dress

2024 Author: Steven Freeman | [email protected]. Last modified: 2023-12-17 08:15

Remember the blue dress Kate Middleton wore back in 2010 when she announced her engagement to Prince William? It was a midi model in sapphire blue and with gathers in the center that the Duchess herself commissioned from the firm Issa London and that matched the ring that Princess Diana had already worn in her day.

Like everything Kate wears, this dress became a true phenomenon that is already known as the “Kate effect” and ended up ruining the brand, as its founder, Brazilian designer Daniella Helayel has acknowledged.

Such was the demand for dresses that the company could not respond. Helayel had to ask for a credit that was denied to her to expand the team and respond to all the stores that wanted to buy the dress. Finally, the brand abandoned it in 2013 and a couple of years later the Issa brand ended up closing.

“Issa was a niche brand. We had loyal customers, but in 2008 and 2009 we were experiencing very serious financial problems, "the designer explained in a statement to the British newspaper Daily Mail." When Kate put on that dress everything changed."

Now the dress is available again, and for much less than what it originally cost! Before the Kate effect, the model went on sale for $ 535 and now you can get it on the House of Fraser website for $ 140.

After that experience, Delayel also returns, but he does so with a new brand, Dhela, with a somewhat more bohemian style that plays much more with colors and patterns.