Former Rangers WAG Jilly Isabella has recruited her ex-Rangers boyfriend Andy Halliday to work for her new fashion brand.
Jilly, real name Jilly Cross, described her new clothing company as ‘timeless, luxury style designed in-house by me’ and says she created her designs to ‘normalise outfit repeating ‘.
The brand went live on Sunday and the 26-year-old has been sharing behind the scenes snaps of the work that has gone into bringing it to life.
In her most recent Instagram post, the influencer thanked her 100,000 followers for supporting her dream.
She posted a series of pictures of all her garmets hanging up, in boxes and also of her ‘Hallibae’ helping out at the Dula HQ.
Alongside a selfie of her and Andy, she wrote: “Andy did his first ever 9-5 hanging and steaming the garment lmao. In bed for 10pm last night. Shattered.”
And over on her grid post, she wrote: “First day of trading. I can’t thank everyone enough who bought something yesterday. Even a follow or like on @dulalabel means the world. also need to specially thank my fam and friends who helped us get to this point, the best troops ever. also also I’m wearing the no. 3 and if you were thinking you need them, yes you do.”
And many of her followers congratulated her on the success of Dula already.
One said: “Killing it my gorgeous jilly!! Glasgow icon.”
Another added: “Aw jilly so chuffed for you what a dream.”
While one said: “Huge congratulations darling girl!!”
Jilly says she hopes to one day ‘go global’ and hopes to launch Dula menswear, childrenswear and more as the label grows.
The 26-year-old, who claims she had originally planned to release the collection before Covid broke, said: “Our size range is extra small to large which is 6-14. It’s definitely not where I want to be with size and exclusivity.
“I’ve got big plans for us to be able to get to that point. It’s one of the first things I want to expand once we have money and the resources to do so.”
Most of the range is available for £35-£80 pounds with one more garment at £150.
Jilly said: “The pricing is not retrospective of the work that’s gone into but I wanted people to be able to afford this and buy the fit and the fabric.
“It’s been about three years, which is honestly a lifetime. We were supposed to launch last summer but Corona messed things up but gave me a lot more time to hone in to what I wanted Dula to be.”
Jilly didn’t want people to know she was behind the brand at first.
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She explained: “To be honest I wasn’t going to say it was me at all, because I was really worried people weren’t going to like it in case they never liked me. That’s just the way Glasgow is.
“Then I just thought ‘stop being stupid’. You’ve got a good platform here. To promote it.”
She as also keen not to pose on the official website in the clothing.
She explained: I’m not a model. See if I was taking pictures on the campaign day of me on the day in the outfits I would have hated every single thing. I much prefer being behind the camera, picking the shots and things.”
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