We’re well aware of the Kate Middleton Effect, but according to London’s Sunday Times, it might not always be a a good thing.
When Prince William and Kate announced their engagement in late 2010, Kate wore a blue Issa London wrap dress. The then-new-to-us label immediately skyrocketed to fame — even sis Pippa wore a red version of the same dress to an event.
But Issa chairwoman Camilla Al Fayed revealed to the paper that the high demand for the label’s wares hurt the brand a bit. Via Vogue UK:
“It absolutely sky-rocketed the brand on a global scale, but it was too much…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.”
Well, look in the bright side, the label is a helluva lot more famous now! Check out the video below for a look at Issa’s fall 2013 collection — we wonder which one Kate will wear next: