Kate Middleton Issa London blue silk jersey knit wrap dress for her engagement announcement with Prince William

On 16th November 2010, Prince William and Kate Middleton announced their engagement to the media, and Kate chose a blue wrap dress by Issa London for the photocall at St James’s Palace. 

We are thrilled with the engagement news and I’m very happy that she has chosen to wear Issa today.  She is a very pretty and lovely girl.”

-- Daniella Helayel, Issa label's owner and designer to People magazine

Kate’s dark blue Issa wrap dress is knee-length with a v-neckline and bracelet-length sleeves.  The dress is wrapped at the waist with a belt and the skirt falls in soft pleats. She paired the dress with a pair of suede pumps and her blue engagement ring which used to belong to Princess Diana, mother of Prince William.

The unfortunate Kate effect:

After Kate wore the now iconic blue wrap dress, it was sold out in 24 hours. Daniella Helayel, the owner of the company only had a small team and found it difficult to keep up with the demand, plus the small company was already on the verge of a financial crisis and the bank refused to help.

Helayel's friend, Camilla Al-Fayed bought a 51% stake in her company, but in 2013, Helayel left the company due to the increasing stress. Two years later, in 2015, Issa London closed its doors for good.

In 2016 Daniella Helayel made a 14-piece collection for Monsoon, which also included a similar Kate-inspired wrap dress. 

In spring 2017, British luxury department store House of Fraser acquired Issa London.  They relaunched the brand exclusively in August of the same year.  The first collection draws inspiration from Issa London’s archive, including a copy of Kate Middleton's wrap dress. But the new dress is made of much affordable viscose which sells for only £99, comparing with the original Issa dress made of silk jersey selling at £430.

The dress has been also made in other colours like cream.

And it has been made as blouse, too

The classic Issa wrap dress in royal blue is the ultimate wardrobe staple, taking you from day to evening with ease. This ultra flattering shape with V cross front neckline and long sleeves is belted at the waist and sits just above the knee. Fabricated in the brands’ signature silk jersey.

-- Issa on the 2015 version of the Kate engagement dress