There's no denying that Kate Middleton probably has one of the biggest influences on the fashion industry than any other public figure. After all, there aren't many other famous faces that can cause a single item to sell-out within minutes of being snapped wearing it.
And while lots of companies have enjoyed reaping the rewards (in cold, hard, pounds) of the Kate Middleton effect, there is one designer who has alleged the phenomenon has actually destroyed her brand.
Issa's Daniella Helayel marks the moment that the Duchess wore one of her blue wrap dresses to publicly announce her engagement to Prince William as the moment it all went downhill for the fashion company.
In an interview with You, Daniella describes how Issa was previously in some financial trouble before the 2010 engagement announcement.
"Only the previous year the label was on the verge of financial crisis; it wasn't all rose-tinted glasses," Daniella told You. "Issa was a niche brand, we had a loyal following but in 2008 and 2009 we were in serious financial trouble. When Kate wore that dress everything changed."
Daniella describes how she had no idea Kate was going to wear the dress for the photo call and, therefore, couldn't prep any stock for the demand.
In fact, after just five minutes the dress had completely sold out, and Daniella was inundated with requests for orders. "It has always been my bestselling dress. I sold 1,110 of them in one order to Neiman Marcus in New York," Daniella told You.
From then on, Issa was battling with demand while also being in a difficult financial situation and unable to finance production.
"From the day of the royal engagement our sales doubled," Daniella explained. "I didn't have the money to finance production on that scale. The bank refused to give me credit and the factory was screaming for me to pay its bills. I needed an investor."
Enlisting the help of Camilla Al-Fayed whose family used to run Harrods, Daniella hoped that she could turn the brand around, but when a new CEO stepped in and the direction of the company went in a way she did not agree with, she ended up stepping down in 2013. Issa closed completely in 2015.
Thankfully, Daniella is back with a brand new company Dhela, which she hopes won't cause her as much stress as, in the end, the demand for that blue dress did.
This article originally appeared on Cosmopolitan.co.uk. Minor edits have been made by the Cosmo.ph editors.