Back in 2010, the world was buzzing about one particular dress. When Kate Middleton announced her engagement to Prince William at Buckingham Palace, she wore a stunning navy-blue wrap dress by British label Issa. This dress wasn't just any outfit—it was a game-changer. Within moments of Kate stepping out in it, the $800 dress sold out, sparking what we now know as the "Kate effect." This phenomenon highlights how influential Kate Middleton is when it comes to fashion. If she wears something, it becomes an instant hit.
The Return of the Iconic Dress
If you've been dreaming about that classic wrap dress ever since, here's some fantastic news. After Issa went into administration back in 2015, the brand has made a triumphant comeback in partnership with House of Fraser. They've brought back the now-legendary style, but with a twist—it's now priced at just $140, making it much more accessible. Not only that, but the dress will be available in a stunning array of jewel tones, including emerald green, yellow, and a bold red-orange. While the navy version is available now, you'll have to wait until the end of March for the other colors to hit the shelves. To honor its most famous fan, the dress has been renamed "the Kate." It's a tribute to the royal who made it famous in the first place.
(Photo Credit: House of Fraser)
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Not the First Revival
This isn't the first time that Issa founder Daniella Helayel has revisited her most famous creation. In 2016, she teamed up with another high-street brand, Monsoon, for a capsule collection. That collection featured—you guessed it—a selection of wrap dresses, including a navy-blue V-necked style. It was a nod to the original dress that started it all, and it showed that the demand for this iconic style was still strong.
The Challenges of Success
While you might think that having the world's most photographed woman endorsing your brand would be a dream come true, it wasn't always smooth sailing for Issa. In a 2016 interview with the Daily Mail, Daniella revealed how the overwhelming demand for dresses like Kate's almost brought the brand to its knees. At the time of the royal engagement, the brand was on the brink of financial collapse. "From the day of the royal engagement, our sales doubled," she explained. "I didn’t have the money to finance production on that scale. The bank refused to give me credit, and the factory was screaming for me to pay its bills." Eventually, Daniella found an investor, but she left the business soon after. Now, she's found success with a new brand, Dhela, and has successfully revitalized Issa with House of Fraser.
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This story was written by Katie Rosseinsky. It originally appeared on our sister site, Grazia Daily.
