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House of Fraser buys Issa

House of Fraser (HoF) has bought the rights to defunct premium brand Issa for an undisclosed sum and will relaunch it in stores and online for autumn 17.

Issa was established in 2003 by Brazilian-born, London-based designer Daniella Helayel and focused on silk jersey dresses. It was famously worn by Kate Middleton when she announced her royal engagement to Prince William in 2010.

Helayel left in 2013 and Camilla Al Fayed, the daughter of former Harrods owner Mohammed Al Fayed, took 100% ownership. The company closed in 2015.

The deal comes as part of HoF’s new strategic vision, which was announced in March this year and includes a review of the group’s house brand portfolio, which is being streamlined and improved.

The Issa occasionwear range will launch with 50 options featuring archive prints, wrap dresses, marabou jackets, jumpsuits and bags. Retail prices will range from £79 to £199 for clothing, and £25 to £79 for accessories.

Maria Hollins, executive director for buying and design at HoF, described Issa as “an iconic premium British fashion label, with a strong reputation amongst fashion focused customers”.

“It truly epitomises confidence for women, something which resonates well with our customers,” she added. “The design and buying team have worked extremely hard over the last 10 months to develop a range that was true to the Issa brand, by keeping the luxury element of the clothing yet offering a modern twist.”

Helayel launched a new label called Dhela for spring 17, targeting a “busy international, elegant woman” with a range of dresses, knitwear, jumpsuits and tailored separates. She has also launched diffusion collections with Monsoon and Koovs.

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