March 29, 2013
When Kate Middleton wears a dress, no matter the designer or the price, it typically sells out in hours. For a fashion designer, that would seem like great news--but when Kate chose that blue Issa wrap dress for her engagement photos, the London-based designer almost went out of business! Apparently, Issa had never dealt with that kind of demand.
"It absolutely sky-rocketed the brand on a global scale, but it was too much," Issa chairwoman Camilla Al Fayed to Vogue UK. "Demand was so huge the business couldn't cope. If Kate wears a Zara dress, these huge companies have the backing to follow through. Issa was basically run by interns, students and Daniella [Helayel, the label's founder and designer]. There was no business model."
That particular dress was so popular that it also inspired a maternity-style dress in the same color and style from online retailer Blossom Mother and Child.
Can you believe a designer would almost go out of business because Kate Middleton wore their dress? The opposite effect happened to Jason Wu when Michelle Obama wore his dress to the first inauguration (but that was a one-of-a-kind creation that will never be worn by another person).
Did you love Kate Middleton's engagement dress? Do you wear Issa?
Photo: Getty Images
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