Issa London

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.

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.