Issa London’s Global Ambition

ISSA LONDON is set to go global, at least that what its owner, Camilla Al Fayed, has in store for the label. The London-based brand currently has a store in Japan, and has plans to open a new shop in Sao Paolo next year.

“Our vision for Issa is for it to become a global lifestyle brand,” Al Fayed told us. “We have big plans for the future, including enhancing and broadening our product range and opening more stores in Asia and across the Middle East. We want it to have a strong presence across a wide range of product categories and geographies.”

This year has brought about huge change for Issa – including the departure of its eponymous founder, Daniella Issa Helayel, who was replaced by the Central Saint Martins-trained Blue Farrier. Al Fayed described working with the new creative director as both “exciting and enjoyable”.

“She brings a refreshing new perspective on the brand and its DNA,” she said, before revealing that the pre-autumn/winter 2014-15 collection will be the first time that we will see “the first taste of Blue’s exciting new interpretation”. The label’s spring/summer 2014 collection – to be unveiled in September during London Fashion Week – will be designed by Issa’s current design team.

The label’s next big project is its collaboration with Banana Republic, which launches in stores on August 13. The collection includes a high street version of Issa’s now-famous blue dress that the Duchess of Cambridge wore at her engagement announcement.

“Banana Republic to me is everything Issa is – effortless, feminine, stylish and affordable,” said Al Fayed. “Issa is all about prints and feminine, flattering shapes and fabrics and this is reflected in the collaboration. It’s for women who are feminine, who like to be comfortable, while at the same time want to look effortlessly stylish.”

SOURCE: http://www.vogue.co.uk

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