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Born and raised on the outskirts of Rio de Janeiro, Issa London’s Creative Director, Daniella Helayel, grew up surrounded by the sun, sea and stunning nature of the Brazilian coast line. It is clear that the distinctive prints that Issa London is known for have been influenced by Daniella’s roots. Her love of the UK and Europe meant she would soon embark on her second adventure and moved to London where the city’s eclectic energy, diversity and creativity inspired Daniella. Constantly searching for that perfect dress that would flatter her figure yet remain timeless and elegant at the same time, Daniella decided to create her own and Issa London was born. The label was launched in 2006 and since then, Daniella’s collections have been embraced by some of the most glamorous women in the world with celebrity fans including Scarlet Johansson, Eva Mendes, Beyoncé, Madonna, the Duchess of Cambridge, Sharon Stone and Jennifer Hudson. The brand appeals to women worldwide, emphasising versatility with the ability to make a statement from day to night.