The Kate Middleton Effect Hits Japan: Issa Opens First Store

The Duchess helped the fashion label shoot to fame

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Kate Middleton wore a navy blue Issa dress to announce her engagement to Prince William, propelling the little known label to fame, and now the brand are opening their first store in Japan on March 28... hope they thanked the Duchess for her help!

It seems the Kate effect has struck again as Issa prepares to launch its first store in Japan on the March 28... is the Duchess' endorsement responsible for the label's widespread success? Most probably!

Kate's navy blue wrap dress from Issa has been copied around the world (220313 WENN)

Kate's fashion choices tend to cause worldwide interest - she's helped the likes of Reiss and Issa achieve huge sales after wearing their designs to Royal engagements. Issa was launched in 2003 by Brazilian-born, London-based designer Daniella Helayeland but has been enjoying renewed success thanks to Kate since 2010.

The Duchess wore a silk jersey dress from Issa to announce she was marrying her Prince Charming and demand for the design became so fierce that the brand launched it in various colours, even creating a maternity version! Wonder if Kate's got herself one of those...

The Roppongi Hills Shopping Centre in Japan will now be home to an Issa store, sure to become the first port of call for fashion fans hoping to emulate Kate's look.

Just this month a 'Lovestruck' Peter Pan collar dress from Topshop worn by Kate to a Cancer Research UK visit sent the store's website into overdrive as fans clambered to copy her look. 60,000 people looked up the dress, with one sold every minute at one point in time!

We predict Issa's Japan store will be just as popular.

Kate celebrated the London Underground's 150th Anniversary with the Queen in London yesterday...

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Expectant mother Kate hides baby bump in teal coat during royal visit (WENN)