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The London fashion label Issa has announced the departure of founder and creative director Daniella Helayel. Replacing her will be former Chloé and Stella McCartney designer Blue Farrier.
First launched in 2004 to reflect "the effortless elegance and laid-back spirit" of Helayel's Brazilian upbringing, Issa London has emerged as one of the UK's most up-and-coming labels.
"The time has come for me to move on to focus on my art, travel and other interests. Creating Issa has been one of the most rewarding things in my life. I may be leaving, but the Issa girl will live forever in my heart," said Helayel in a statement released on May 23.
The designer will finish her ongoing collaborations with River Island and C&A in Brazil before finalizing her departure. The brand was quick to name Helayel's replacement, appointing Blue Farrier to the role.
"Her vision and passion will be vital as we expand into new categories and markets and continue the development of Issa into a truly global lifestyle brand," said Angelina Ypma, Issa London CEO.
Stocked in around 350 locations worldwide, the brand opened its first international store in Japan earlier this year and will unveil the first freestanding boutique in Brazil towards the end of 2013.