I’ve been wearing DHELA for the last few months and wow does Daniella Helayel, the founder know how to make women feel their most confident. That elusive ‘confidence elixir’ is what we all seek (whether we admit it or not) and my armour (along with the arts and my support network of course) comes in the form of fashion and make-up. It can feel rather pressured to show up as yourself and with self-assurance be it for book events, speaking engagements or awards, but each time I’ve slipped on a DHELA dress, I’ve felt bolstered by it and ready for the day and cameras!
Vibrant, striking and vitally, flattering too (I’m a mum of two) this is a label which empowers the wearer with every step.
London based with Brazilian flavour, the emphasis truly is on hyper-flattering, feminine designs, something Daniella has built upon since her hugely successful debut brand, Issa (a favourite of the Duchess of Cambridge no less and worn for her engagement announcement), and has fans in some of the world’s most amazing women, including Alessandra Ambrosio, Ellie Goulding and Clara Paget.
All of DHELA’s creations vibrate with what Helayel calls, ‘sunshine energy’ spanning dynamic prints and exuberant colour, with every design passed through a filter of undiluted joy. Comprising three collections a year, DHELA conforms to an effortless, uncomplicated aesthetic which never dates, and is devoted to women who love life, just as I do. It couldn’t be more perfect for me and I’m honoured to have been sent many dresses from the collection to wear to engagements recently.
Daniella Helayel, born and raised in Brazil, is the epitome of the woman she dresses: international, timeless, glamorous, feminine and independent. Her upbringing in Rio, surrounded by tropical scenery, blazing sunshine, beautiful women and nature in all its majesty has been evident in her designs over the years. The influence of this heritage can be seen from the striking, bright colour palettes through to the flattering, feminine shapes she is renowned for.
Helayel moved to London at the dawn of the millennium and soon realised there were few modern designers that appealed to her taste or really embraced a woman’s figure. Her solution? Create it herself and so Issa was born in 2001. The brand’s philosophy was always to dress women around the world to feel comfortable and confident whilst looking effortlessly elegant, chic and seductive.
Daniella left Issa in 2013 to pursue other interests, and returned with the launch of DHELA in Spring Summer 2017.
Above, I wore DHELA for my London Mumboss book launch evening party at Mahiki Kensington where hundreds of readers, colleagues, relatives and friends joined me for a book signing and evening of cocktails.
This vivid blue has to be my favourite colour, and matched a dress by DHELA I also wore last week to discus the Royal Wedding on ITV’s Good Morning Britain too.
I wore a stunning Bardot LBD to my Leeds book launch everyone loved too. The prettiest summer dress!
…Velvet is for life, not just for Christmas right, rather like leopard print and I literally lost track of how many times I was complemented on this beauty below by DHELA at the Veuve Cliquot Business Women Awards at Claridge’s a few weeks ago.
I was admittedly a little nervous to pose for the photographer there (especially in room where models resided) but I took a deep breath and reminded myself of how flattering this frock is and gave my best smile.
I adore it’s Jessica Rabbit splendour and cascading frills in all the right places.
All stunning pieces, the majestic DHELA truly brings the princess out of us all.
I do feel like one lucky blogger indeed.