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Issa founder Daniella Helayel talks Latin style

FashionBy Sunday World
Issa founder Daniella Helayel talks Latin style

Daniella Helayel wants more women to inject some Latin flavour into their wardrobes this summer.

Helayel founded Issa in 2006 and the brand quickly became world-renowned for its vibrant femininity, gaining fans such as Britain's Duchess of Cambridge, who chose an Issa signature draped sapphire blue dress when she announced her engagement to Prince William in 2010. While Helayel left her post as creative director at Issa in 2013, she's still involved in fashion and has recently released her own capsule collection in partnership with British high street brand Monsoon. Speaking about her design influences, the Brazilian-born star says Latin style is at the heart of everything she does.

"We Brazilians are excellent at design in general – graphic art, art and architecture, and this skill is reflected in the fashion world too," she told Britain's Hello! Fashion. "Brazilian women are very carefree and natural, but also groomed, taking great pride in their appearance. They like to get all dressed up, enjoying being very feminine in general, with impeccable hair and nails."

Helayel adds Latina women can't help but adorn themselves with jewellery and accessories, especially with regards to interesting hair pieces, like bows or flowers. But she asserts that women in Brazil like to keep their clothes as simple as possible, something she has reflected in her own designs. "You'll notice that my dresses are very simple. They never have buttons, the zippers are always invisible and the cut is very simple, so the woman wearing them feels free to accessorise as she wishes," explained Helayel.

Priced from £99 to £149 ($128 -$192), Helayel's Monsoon line features simple silhouettes and wrap-style dresses, in an array of vibrant colours and eye-popping prints. Of the samba-worthy collection, the London-based designer said that she wanted the clothes to suit "real women" with curves.

"Brazilian women in general are very voluptuous and they just embrace their curves," she said. "Confidence is key!"

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