Launched in 2006 by Brazilian designer, Daniella Helayel, the fashion house, Issa London, is known for its playful take on femininity and versatile day to eveningwear. The British label, which also boasts a royal seal of approval from the Duchess of Cambridge, Kate Middleton, is now set to continue its global expansion with a standalone boutique set to open in Riyadh in 2014.
With her Egyptian background, Camilla Al Fayed, Issa’s Chairwoman since 2011, certainly understands the region’s sartorial sensibilities and likewise, the brand’s signature style, which embraces bold colors and prints, has always resonated well here.
With a boutique set to open in Riyadh, Kingdom Mall in October 2014, and further plans to continue expansion throughout the region, this is an exciting chapter for the brand.
Issa London has also undergone changes within its creative team. Following Helayel’s departure in 2011, Al Fayed appointed Blue Farrier in May 2013 as Creative Director to head Issa’s new design team. Having graduated with a first class degree from Central Saint Martins, Farrier is no stranger to brands that celebrate sophisticated women, and boasts a design pedigree that includes past work at Stella McCartney and six years alongside Phoebe Philo at Chloé.
While Issa London last showed at London Fashion Week for the Fall 2014 season, Farrier will introduce a new collection on the catwalk for Spring 2015. With the additional launch of Issa Beach under a new swimwear license in the pipeline, Al Fayed also has plans to develop Issa into a true lifestyle brand, adding more product categories and eventually accessories, shoes, and handbags.
