Baby Issa Launch July 2010

Daniella Issa Helayel, the designer of Issa London, expands her signature use of vibrant print and colour

to a new baby and childrenswear line: Baby Issa!

Baby Issa presents children with pretty everyday dresses, light, colourful and allowing freedom of movement – essential for little ones exploring the world one hop, skip and jump at a time.

“My friends are always asking me to make miniature versions of my dresses for their children. As a Brazilian, my favourite time of year is summer, so it made perfect sense to develop a baby line with the first summer collection based on the sensibilities I usually bring to the main Issa line – In fact many of my dresses were inspired by children’s clothes!”

The print story is a series of “doodles” of hearts, spots and stripes in baby pink, green, classic red and navy blue. Both the colours and prints were chosen to reflect what inspired Helayel to develop a baby line in the first place: the innocence and joy of children themselves.

Tea dresses, summer party dresses, trench coats for chilly nights or bursts of summer rain, boy shorts, swimwear and beautiful flower girl dresses in  100% cotton and cotton voile. The collection is whimsical, luxurious and fun while focussing on function and a price point that equals value for money.

Daniella Issa Helayel’s philosophy has always been to create clothes that make the everyday special. Baby Issa is a collection of dresses that are less formal than most tea dresses currently available for babies and girls while being prettier and more playful than most casual everyday clothes. Each piece is beautifully presented on a printed fabric hanger – a gift just for you to take home with every purchase.

Baby Issa focuses on dresses for girls and shorts for boys from the ages of 0-12 years old. The collection will be available to buy in stores and online www.babyissa.com in November 2010.