It was the most talked about dress of 2010. When Kate Middleton, now the Duchess of Cambridge, announced her engagement to Prince William at Buckingham Palace, she memorably wore a navy-blue wrap dress by British label Issa, the £575 style sold out in a matter of minutes, kick-starting the phenomenon now known as the ‘Kate effect’ in the process.
If the classic wrap dress has been playing on your mind ever since, we come bearing good news. After going into administration back in 2015, Issa has relaunched in partnership with House of Fraser and has brought back the now-iconic style for just £99, a fraction of the original price. It’ll also be available in a range of jewel tones, including emerald green, yellow and a bold red-orange shade (though you’ll have to wait until the end of March for the latter two to drop). Naturally, the gown has been renamed as ‘the Kate’ in honour of its most famous patron.
This isn’t the first time that Issa founder Daniella Helayel has brought back her best-known creation. Back in 2016, the designer joined forces with another high street brand, Monsoon, for a capsule collection comprising – you guessed it – a selection of wrap dresses, including one V-necked style in navy blue.
While you might assume that such a public endorsement from the most photographed woman in the world would prove fortuitous for a fashion brand, it wasn’t always the case for Issa. In a 2016 interview with the Daily Mail, Helayel revealed how the huge public demand for dresses just like Kate’s brought the brand to its knees, explaining how at the time of the engagement, the brand was ‘on the verge of financial crisis.’
‘From the day of the royal engagement our sales doubled. I didn’t have the money to finance production on that scale,’ she said. ‘The bank refused to give me credit, and the factory was screaming for me to pay its bills.’
While Helayel eventually found an investor, she departed from the business shortly after. Now, she’s found success with a new brand, Dhela, and has revitalised Issa with House of Fraser too.
NOW READ: Kate Middleton's Best Fashion Moments
Kate Middleton Style - Best Dresses & Outfits
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Kate Middleton at the mens singles final of the Wimbledon Championships - July 6, 2014
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Kate Middleton visits an M-PACT Plus Counselling programme - July 1, 2014
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Kate Middleton at the ANZAC Day commemorative service - April 25, 2014
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Kate Middleton at a service during the D-Day 70 Commemorations - June 6, 2014
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Kate Middleton during an official visit to Bletchley Park - June 18, 2014
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Kate Middleton and Prince George of Cambridge at the Royal Charity Polo - June 15, 2014
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Kate Middleton at the Ben Ainslie Racing America's Cup Launch Event - June 10, 2014
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The Duchess of Cambridge wearing Jonathan Saunders in Scotland - 29th May 2014
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The Duchess of Cambridge in Hobbs at Ayers Rock - 22 April 2014
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The Duchess of Cambridge in Lela Rose in Canberra - 24 April 2014
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The Duchess of Cambridge in Alexander McQueen at Adelaide - 23 April 2014
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The Duchess of Cambridge in Catherine Walker in Canberra - 24 April 2014
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The Duchess of Cambridge at Taronga Zoo in Sydney - 20 April 2014
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The Duchess of Cambridge in Roksanda Ilincic in Uluru - 22 April 2014
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The Duchess of Cambridge in Zimmerman at Manley Beach - 20 April 2014
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The Duchess of Cambridge in Alexander McQueen at Easter service, Ausralia - 20 April 2014
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The Duchess of Cambridge in L.K. Bennett at Amberley Air Base - 19 April 2014
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The Duchess of Cambridge in Christchurch, New Zealand - 14 April 2014
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The Duchess of Cambridge in Roksanda Ilincic arriving in Sydney, Australia - 16 April 2014
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The Duchess of Cambridge in Rebecca Taylor leaving New Zealand - 16 April 2014
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The Duchess of Cambridge in Diane Von Furstenberg in Blue Mountains, Australia - 17 April 2014
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The Duchess of Cambridge in Zara wine tasting in New Zealand - 13 April 2014
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The Duchess of Cambridge in Jonathan Saunders at rugby in Dunedin, New Zealand - 13 April 2014
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The Duchess of Cambridge in Erdem at Avanti Drome in Hamilton, New Zealand - 12 April 2014
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The Duchess of Cambridge in Emilia Wickstead at Dunedin - 13 April 2014
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The Duchess of Cambridge in Zara and J Brand at Auckland harbour, New Zealand - 11 April 2014
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The Duchess of Cambridge in Jenny Packham at State Dinner, New Zealand - 10 April 2014
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The Duchess of Cambridge in Tory Burch in Wellington, New Zealand - 9 April 2014
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Prince William and Catherine Duchess of Cambridge visit the Valero Pembroke Refinery, Pembrokeshire, Wales, Britain - 08 Nov 2014
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Catherine Duchess of Cambridge visits SportsAid event, London, Britain - 12 Nov 2014
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Royal Variety Performance, London Palladium, Britain - 13 Nov 2014
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Place2Be Wellbeing in Schools Award, Kensington Palace, London, Britain - 19 Nov 2014
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EACH Hospices Appeal Launch at The Norwich Showground, Norfolk, Britain - 25 Nov 2014
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Duchess of Cambridge and Prince William visit to New York, America - 07 Dec 2014
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New York, America - 08 Dec 2014
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Catherine Duchess of Cambridge at the Brooklyn Nets v Cleveland Cavaliers, NBA Basketball match - 08 Dec 2014
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Prince William and Catherine Duchess of Cambridge visit to New York, America - 09 Dec 2014
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St. Andrews 600th Anniversary Dinner at the Metropolitan Museum of Art- 09 Dec 2014
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Christmas Day Service - 25 Dec 2014
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Catherine Duchess of Cambridge officially names The Clore Art Room at Barlby Primary School, London, Britain - 15 Jan 2015
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Duchess of Cambridge visits The Fostering Network, Highbury, London, Britain - 16 Jan 2015
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Duchess of Cambridge formally opens Kensington Aldridge Academy, London, Britain - 19 Jan 2015
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Duchess of Cambridge visits the home of Ben Ainslie Racing and the 1851 Trust, Portsmouth, Britain - 12 Feb 2015
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Duchess of Cambridge visit to Staffordshire, Britain - 18 Feb 2015
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Commonwealth Day Observance, Westminster Abbey, London, Britain - 09 Mar 2015
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Duchess of Cambridge Margate 11 Mar 2015
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Service of Commemoration to Mark the End of Combat Operations in Afghanistan, St Paul's Cathedral, London, Britain - 13 Mar 2015
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St Patrick's Day Parade, Aldershot Barracks, Hampshire, Britain - 17 Mar 2015
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Brookhill Children's Centre 18 Mar 2015
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Royal baby girl born at the Lindo Wing at St Mary's Hospital, London, Britain - 02 May 2015
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Anna Freud Centre, London, Britain - 17 Sep 2015
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HMP Send, Woking, Surrey, Britain - 25 Sep 2015
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Harrow College, London, Britain - 10 Oct 2015
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Chinese President Xi Jinping State Visit to London, Britain - 21 Oct 2015
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Dundee, Scotland, Britain - 23 Oct 2015
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James Bond 'Spectre' CTBF film premiere, Royal Albert Hall, London, Britain - 26 Oct 2015
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Islington Town Hall, London, Britain - 27 Oct 2015.
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100 Women in Hedge Funds gala dinner, London, Britain - 27 Oct 2015
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Fostering Network Awards, BMA House, London, Britain - 17 Nov 2015
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Wales, Britain - 20 Nov 2015
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Action on Addiction,Warminster, Wiltshire - 10 Dec 2015
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The Anna Freud Centre, London, Britain - 15 Dec 2015
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Sandringham Christmas Service - 25 Dec 2015