Kate Spade’s sister has claimed felt under pressure to maintain a "happy-go-lucky" image matching her famous brand which prevented her from seeking help with mental health issues ahead of her apparent suicide.

The iconic American fashion designer, who was famed for her popular eponymous handbags, was found dead at the age of 55 in her New York apartment on Tuesday, prompting an outpouring of tributes and messages of condolences on social media.

Older sister Reta Saffo said the tragic turn of events was not "unexpected", adding that the family had tried to get Spade help a number of times in recent years, and she had been self-medicating with alcohol.

"I will say this was not unexpected by me. I'd flown out to Napa and NYC several times in the past 3-4 years to help her to get the treatment she needed (inpatient hospitalisation)," Ms Saffo told the Kansas City Star.

Ms Saffo, Spade's senior by two years, said the pressures of her billion-dollar fashion brand exacerbated her sister’s stress.

"She was always a very excitable little girl and I felt all the stress/pressure of her brand may have flipped the switch where she eventually became full-on manic depressive," she said.

Notable deaths in 2018 – in pictures Show all 65 1 /65 Notable deaths in 2018 – in pictures Notable deaths in 2018 – in pictures Stan Lee Spider-Man creator whose web of Marvel characters brought joy to millions died on 12 November, aged 95. The prolific writer-editor worked through the Second World War, transformed the struggling publisher and paved the way for the empire it is today Rex Notable deaths in 2018 – in pictures Vichai Srivaddhanaprabha Billionaire businessman who helped bring the Premiership to Leicester City died on 27 October, aged 60. The media-shy but hugely popular Thai Bhuddist made his fortune in duty-free and was known for his love of football and polo Getty Notable deaths in 2018 – in pictures Paul Allen Billionaire investor and philanthropist who co-founded Microsoft with Bill Gates died from non-Hodgkin lymphoma aged 65 on 15 October. Despite leaving the company in the early 1990s, he remained a powerful force in technology and charity work for decades Getty Notable deaths in 2018 – in pictures Jamal Khashoggi Jamal Khashoggi was a well-connected, bilingual Saudi journalist who became a globally recognised symbol of press freedom and Middle East democratic aspirations during the 17 days he was officially missing. But he never lived to see the campaign by journalists, rights advocates and political leaders worldwide to draw attention to his disappearance and conditions for democracy advocates in Saudi Arabia. The Washington Post columnist had already died on 2 October under murky circumstances in his own nation’s diplomatic outpost in Istanbul, Saudi officials confirmed late on Friday. He was 59 AFP Notable deaths in 2018 – in pictures James Lawton Passionate, devoted and fearlessly honest, James Lawton was a true giant of sports writing, he died on 27 September, aged 75. The Independent’s former chief sports writer was part of a golden era of writers who became integral in the sporting landscape through the power of their prose Notable deaths in 2018 – in pictures Chas Hodges The musician Chas Hodges was best known as one half of the cockney rock duo Chas and Dave, he died on 22 September, aged 74. Hodges and Dave Peacock rose to fame in the English pop-rock band, known for their witty lyrics about living in London, in the 1970s. They had a string of hits, including "Rabbit", "Snooker Loopy" and "Ain't No Pleasing You" Getty Notable deaths in 2018 – in pictures Judith Kazantzis Poet whose sense of injustice spanned Greenham Common and Guatemala died on 18 September, aged 78. Her aristocratic background notwithstanding, she was a Labour Party supporter through and through and her verse was packed with politics Getty Notable deaths in 2018 – in pictures Arthur Mitchell Trailblazer of ballet who ran circles around racism in America died on 19 September, aged 84. He braved racist taunts for doing what he loved best – dancing – but once his talent was embraced by the great George Balanchine he was unstoppable Rex Notable deaths in 2018 – in pictures Big Jay McNeely Saxophonist who revolutionised rhythm and blues as the ‘King of the Honkers’ died on 16 September 16, aged 91. Whether bringing traffic to a standstill or playing his trademark ultraviolet horn, McNeely was a pioneer who brought showmanship to jazz Getty Notable deaths in 2018 – in pictures Isabel Quigly Translator of Italian, Spanish and French literature died on 14 September, aged 91. An outstanding Cambridge scholar, she got a job at Penguin and went on to become a Booker judge and film critic for the Spectator Notable deaths in 2018 – in pictures Fenella Fielding Carry On star who turned down a role in a Fellini film died on 11 September, aged 90. The actress, who started her career in 1952 and shot to fame with 'Pieces of Eight' and 'Hancock's Half Hour', was known for her husky voice, wicked humour and seductive eyelashes PA Notable deaths in 2018 – in pictures Mac Miller Rapper who Trump called 'next Eminem' before he made his feelings known about the president died on 7 September, aged 26. Trump was denounced by the Black Lives Matter supporter as an ‘egomaniacal, attention-thirsty, psychopathic, power-hungry delusional waste of skin and bones’ Getty Notable deaths in 2018 – in pictures Burt Reynolds Charismatic star known for having fun both on and off the screen died on 6 September, aged 82. Reynolds was listed as Hollywood’s top-earning box-office star five years running from 1978 to 1982 Getty Notable deaths in 2018 – in pictures Alan Oakman England first-class cricketer who helped beat Australia at Old Trafford in the Fifties died on 6 September, aged 88. He was at his best on hard wickets against medium or fast-medium bowling when, using his immense reach, he would unleash a stream of majestic drives PA Notable deaths in 2018 – in pictures Inge Borkh The opera singer who became a star of the stage in postwar Germany as Elektra and Salome died on 26 August, aged 97. With a powerful voice and commanding stage presence, she triumphed in portraying any number of tempestuous operatic heroines Getty Notable deaths in 2018 – in pictures John McCain The war hero Republican whose last stand was against his party's own president died on 25 August, aged 81 Mr McCain was a principled conservative in the Senate, and once survived five years as a war prisoner. AFP/Getty Notable deaths in 2018 – in pictures Uri Avnery Israeli journalist whose voice of dissent was radical until the end died on 20 August, aged 94. One of the first advocates of a two-state solution in Israel, he was shunned by the establishment whose unreason he was never afraid to call out Reuters Notable deaths in 2018 – in pictures Hilary Lister Record-breaking sailor who made a splash in newspapers as she defied disability died on 18 August, aged 46. She risked her life and inspired awe as she refused to allow being quadriplegic to deny her the chance to chart the oceans PA Notable deaths in 2018 – in pictures Kofi Annan Former UN secretary general and Nobel Peace Prize laureate died on 18 August, aged 80. The Ghanaian national was the first and only black African to be appointed as the world’s top diplomat, a tenure that saw him mediate in some of the biggest crises of the 21st century EPA Notable deaths in 2018 – in pictures Aretha Franklin Queen of Soul who won 18 Grammys and sold 75 million records died on 16 August, aged 76. Regarded by many as the greatest singer of all time, Aretha Franklin bestrode 1960s and 70s R&B and sang at three presidents’ inaugurations AP Notable deaths in 2018 – in pictures Atal Bihari Vajpayee Former prime minister of India who fuelled the nuclear arms race in south Asia died on 16 August, aged 93. Elected to the office three times, Atal Bihari Vajpayee transformed India’s economy and held together a fragile coalition of disparate political parties during his tenure Reuters Notable deaths in 2018 – in pictures Arsène Tchakarian Last of WWII’s Armenian-led Manouchian network who fought the Nazis in France died 4 August, aged 101. He joined a band of immigrants from countries affected by Hitler’s expansionism fighting for the French resistance AFP/Getty Notable deaths in 2018 – in pictures Mary Carlisle Hollywood actress of the Thirties who was typecast as the blonde ingenue died on 1 August, aged 104. If her looks were a strength in helping her land roles at the outset of her career, they proved a weakness in the end as male producers failed to see beyond them Getty Notable deaths in 2018 – in pictures Ellie Soutter Team GB snowboarder, Ellie Soutter, died on 25 July, aged 18. She secured Team GB’s only medal at the European Youth Olympic Winter Festival in Turkey in 2017. She was was one of the country’s best up-and-coming snowboarders, competing in both snowboard cross and freeride Instagram/EllieSoutter Notable deaths in 2018 – in pictures Mary Ellis WWII pilot, Mary Ellis, who survived crash landings and Nazi bombs died on 24 July, aged 101. At a time when women in the cockpit were frowned upon, Ellis made a name for herself flying Spitfires to RAF bases to help the war effort AFP/Getty Notable deaths in 2018 – in pictures John Murray The stylish cricketer, John Murray, who rewrote the record books died on 24 July, aged 83. A wicket-keeper who enjoyed outstanding first-class career with Middlesex, spread over a quarter of a century Getty Notable deaths in 2018 – in pictures Oksana Shachko The cofounder of feminist protest group Femen who put her body on the line for women’s rights died on 23 July, aged 31. Regularly arrested and twice kidnapped, Oksana Shachko quickly drew worldwide attention for challenging all forms of patriarchy under the slogan ‘I came, I stripped, I won’ AFP/Getty Notable deaths in 2018 – in pictures Alene B Duerk Trailblazer who became the US Navy’s first female rear admiral died on 21 July, aged 98. She said checking released WWII PoWs for ‘lice and diseases and taking requests for ice cream, scrambled eggs and ham’ was ‘probably the most exciting experience of my whole career’ US Navy Notable deaths in 2018 – in pictures Aiko Herzig-Yoshinaga Civil rights champion who sought redress for Japanese Americans interned during World War Two died on 18 July, aged 92. Among 120,000 people were displaced and sent to camps by the US during the war simply because of their Japanese heritage. Herzig-Yoshinaga’s diligence put a dark chapter of American history on record and led to reparations for those affected YouTube/Densho Notable deaths in 2018 – in pictures Lord Carrington Last of Churchill’s cabinet, Lord Carrington, who resigned as Thatcher’s foreign secretary over the Falklands died on 9 July, aged 99. His warnings against the withdrawal of Britain’s sole patrol vessel in the South Atlantic went unheeded – yet when the Argentine's invaded in 1982, it was he who fell on his sword Getty Notable deaths in 2018 – in pictures Dame Gillian Lynne Ballerina and dancer, Dame Gillian Lynne, who revolutionised choreography died on 1 July, aged 92. Dame Gillian Lynne threw herself into dance during the war, and went on to inspire some of the West End’s biggest shows, including ‘Cats’ and ‘Phantom of the Opera’ Rex Notable deaths in 2018 – in pictures Alan Longmuir The founding member of the Bay City Rollers died on 1 July aged 70. Huge in the 70s, the Bay City Rollers had a number of hit songs, including "Remember", "All Of Me Loves All Of You", "Shang-a-Lang" and "I Only Want To Be With You" Rex Notable deaths in 2018 – in pictures Joe Jackson Tarnished starmaker, Joe Jackson, who drove his children to international success died on 27 June, aged 89. Collectively the Jacksons may have been the most prominent family in pop music history, but their fame came at the cost of family feuds Reuters Notable deaths in 2018 – in pictures Leslie Grantham The former Eastenders star died on 15 June aged 71. Grantham starred as "Dirty Den", known so for his many affairs, who was the landlord of the Queen Vic for the first four years of the show, returning briefly in 2003 before being killed off on the show's 20th anniversary episode Rex Notable deaths in 2018 – in pictures Dorothy Cotton Civil rights leader, Dorothy Cotton, and confidante to Martin Luther King died on 10 June, aged 88. A key figure in the fight for racial equality, Cotton led marches and headed an education programme that taught African Americans about their basic rights of citizenship Alamy Notable deaths in 2018 – in pictures Eunice Gayson First Bond girl, Eunice Gayson, and originator of his most famous line died on 8 June, aged 90. Appearing alongside Sean Connery in Dr No, she would speak the immortal words: ‘Trench. Sylvia Trench’ – before Bond ever did Rex Notable deaths in 2018 – in pictures Anthony Bourdain The celebrity chef from New York died on 8 June, aged 61. Anthony Bourdain made a career recommending food and restaurants for people - and he didn’t shy away from letting people know when his hometown’s food offerings weren’t up to par Getty Notable deaths in 2018 – in pictures Maria Bueno Four-time Wimbledon winner, Maria Bueno, who became a Brazilian tennis legend died on 8 June, aged 78. The female tennis pioneer won seven Grand Slam singles and captured the world’s attention with her grace and style Getty Notable deaths in 2018 – in pictures Peter Stringfellow Nightclub entrepreneur, Peter Stringfellow, who booked The Beatles and brought table-dancing to Britain died on 7 June, aged 77. His brand was synonymous with sex but in spite of the sleazy nature of his venues, he managed to maintain an upbeat, nice-guy reputation Getty Notable deaths in 2018 – in pictures Kate Spade New York fashion designer Kate Spade died on 5 June, aged 55. Best-known for her popular line of handbags, the American designer’s products were among the most popular accessories in the designer market, competing with the likes of handbag giants Coach and Michael Kors AP Notable deaths in 2018 – in pictures Philip Roth US novelist, Philip Roth, hailed as the greatest of his generation died on 22 May, aged 85. He became a literary star in the 1960s and continued to win awards and praise well into his later years with new, evocative works Rex Notable deaths in 2018 – in pictures Ray Wilson England World Cup winner, Ray Wilson, died on 15 May, aged 83. A study in nimble poise and calm concentration, Wilson exuded style and efficiency, and although he shunned the limelight off the field, on it his voice could be heard constantly Getty Notable deaths in 2018 – in pictures Tom Wolfe Audacious and inventive journalist and author, Tom Wolfe, who satirised the American pursuit of prestige died on 14 May, aged 88. His writing detailed the finer points of behaviour, trends, fashion and the pursuit of prestige that shaped the American social orderTom Wolfe signs copies of his novel 'Bonfire of the Vanities' in 1988 Rex Notable deaths in 2018 – in pictures Margot Kidder Actor, Margot Kidder, who played Lois Lane opposite Christopher Reeve in Superman films died on 13 May, aged 69. She spoke out against the First Gulf War and campaigned for abortion rights but both her political activism and her acting career took a backseat to her struggles with mental health Rex Notable deaths in 2018 – in pictures Tessa Jowell Former Labour cabinet minister, Tessa Jowell, who helped to secure 2012 London Olympics died on 12 May, aged 70. In a political career spanning more than four decades and as a minister in three Blair administrations, Jowell was a trailblazer for women in politics. Diagnosed with a glioblastoma in May 2017, a rare, high-grade tumour and malignant cancer that can spread quickly to other parts of the brain and spine, it came without warning and with none of the symptoms. Stoic, Jowell displayed passion, determination and a sense of mission, which had been the hallmark of her political career, in a bid to change the way cancer was dealt with PA Notable deaths in 2018 – in pictures Verne Troyer The actor died on 21 April, aged 49. Widely known for his role as Mini-Me in Austin Powers, Troyer also appeared in the Harry Potter series Getty Notable deaths in 2018 – in pictures Avicii The musician, whose real name is Tim Bergling, died on 20 April, aged 28. A pioneer of EDM, and one of the most successful DJs in the industry, the musician found crossover pop success with his 2011 track ‘Le7els’, which sampled Etta James, going platinum in the US and becoming a number one single internationally Getty Images for Clear Channel Notable deaths in 2018 – in pictures Barbara Bush Barbara Bush, the matriarch of most powerful US first family in recent times died on 17 April, aged 92 AFP/Getty Images Notable deaths in 2018 – in pictures Winnie Mandela The ANC activist died on 14 April, aged 81. Winnie fought tirelessly against apartheid in South Africa, becoming a figurehead for the movement while her husband Nelson was in prison AFP Notable deaths in 2018 – in pictures Ray Wilkins International footballer, Ray Wilkins, who was handed the Chelsea captaincy at 18 died on 4 April, aged 61. Blessed with an adhesive touch and a calm temperament, Ray Wilkins went on to win the double with the Blues as assistant coach and was hailed as a gentlemen of the game Reuters Notable deaths in 2018 – in pictures Stephen Hawking The theoretical physicist died at the age of 76, on 14 March. The iconic physicist is known as one of the greatest scientific minds in the history of the world, and worked to peer into the most mysterious parts of the universe. Hawking was known also for the accessible way in which he communicated those discoveries, with his work including A Brief History Of Time making its way into pop culture Getty Notable deaths in 2018 – in pictures Marielle Franco The politician was brutally murdered in downtown Rio de Janeiro on 14 March, in what officials have concluded was a targeted political assassination. A black LGBT+ woman in a country notoriously dominated by racism, sexism and traditional religious dogma, she was raised in one of Rio’s largest, poorest and most violent slums, the Maré complex AP Notable deaths in 2018 – in pictures Ken Dodd The comedy legend died aged 90, on 11 March. Sir Ken, famous for his epic stand-up shows which could go on for hours at a time, as well as his Diddy Men and tickling stick, died just days after leaving hospital Getty Notable deaths in 2018 – in pictures Hubert de Givenchy The founder of the eponymous French fashion house died aged 91, on 10 March. In an impressive career that spanned more than five decades, Givenchy was renowned for dressing the likes of Jackie Kennedy, the Duchess of Windsor and Audrey Hepburn, his long-time muse Rex Notable deaths in 2018 – in pictures Davide Astori The footballer died after a cardiac arrest aged 31 on 4 March. He was captain of Fiorentina, and an Italian international with 14 appearances for the national side Getty Notable deaths in 2018 – in pictures Roger Bannister Athlete who broke four-minute mile, Roger Bannister, died on 3 March, aged 88. Sir Roger gave up running to pursue long and distinguished medical career AP Notable deaths in 2018 – in pictures Sridevi Bollywood superstar, Sridevi, who starred in 300 films and was hailed as ‘India’s Meryl Streep’ died on 24 February, aged 54. She started off as a child star of Tamil-language cinema and then got her big break in Bollywood where she established herself as a low-key legend AFP/Getty Notable deaths in 2018 – in pictures Emma Chambers The British actress, best known for her roles in ‘The Vicar of Dibley’ and ‘Notting Hill’, died aged 53, on 21 February. A statement from her agency said: ‘Emma created a wealth of characters and an immense body of work. She brought laughter and joy to many, and will be greatly missed.’ Rex Notable deaths in 2018 – in pictures John Mahoney The actor, famous for his role in long-running TV show ‘Frasier’, died at the age of 77, on 4 February. The British-born star was on the show for 11 seasons spanning from 1993 through to 2004 and his character, Martin Crane, is a fan favourite Getty Notable deaths in 2018 – in pictures Mark E Smith The lead singer and the main artist behind The Fall, died aged 60, on 24 January. Famous for his acerbic wit, Smith was the ever present member in the band, going through over sixty members in the group's fourty year duration Notable deaths in 2018 – in pictures Hugh Masekela The legendary South African jazz trumpeter and anti-apartheid activist died on 23 January at the age of 78 after suffering from cancer. Masekela, branded the ‘father of South African jazz’, died in Johannesburg after what his family described as a ‘protracted and courageous battle with prostate cancer’ AFP/Getty Notable deaths in 2018 – in pictures Jimmy Armfield The Blackpool legend and former England captain passed away, aged 82, on 22 January. The right-back played 627 matches for the Lancashire club between 1954 and 1971, and captained England 15 times in 43 appearances. He would later go on to manage Bolton Wanderers and Leeds United, before working as a pundit for the BBC for thirty years Getty Notable deaths in 2018 – in pictures Ursula Le Guin The celebrated science fiction and fantasy author died at the age of 88, on 22 January. Among the author’s best-known works are the 1969 science fiction novel ‘Left Hand of Darkness’, which explores themes of gender by featuring characters with no fixed sex, and the 1968 coming-of-age story ‘A Wizard of Earthsea’ Getty Notable deaths in 2018 – in pictures Dolores O’Riordan The singer died on 15 January, aged 46. Born into a staunchly Catholic family, O’Riordan was 17 when she responded to a press advert for a female vocalist to join The Cranberry Saw Us, comprising brothers Noel and Mike Hogan and Fergal Lawler, in 1989. Soon after she became lead singer, they became The Cranberries and cut a three-track EP on an independent label AFP/Getty Notable deaths in 2018 – in pictures Cyrille Regis The former England footballer died from a heart attack aged 59, on 14 January. The ex-footballer, who scored 112 goals in 297 appearances for West Bromwich Albion, also turned out for Coventry City and Aston Villa in the top flight, as well as playing for Wolverhampton Wanderers, Wycombe Wanderers and Chester City in the later years of his career before retiring in 1996. Regis was a pioneer for black footballers in Britain Getty

Ms Saffo said Spade became fixated by the death of comedian Robin Williams who committed suicide at his home in Paradise Cay, California, at the age of 63 in 2014.

She argued the public image of Kate Spade the brand and designer as "happy-go-lucky" played a role in her sister's choice not to seek help for her problems.

"That seemed to make her more comfortable, and we'd get sooo close to packing her bags, but - in the end, the 'image' of her brand was more important for her to keep up. She was definitely worried about what people would say if they found out," she said.

"Sometimes you simply cannot SAVE people from themselves! One of the last things she said to me was, 'Reta, I know you hate funerals and don't attend them, but for me would you PLEASE come to MINE, at least. Please!' I know she perhaps had a plan, but she insisted she did not," she added.

Spade has been a lauded name in the high fashion world since she launched her debut handbag line in 1993 alongside then husband-to-be Andy Spade, with whom she later had a daughter.

She went on to forge an accessories empire and her brand Kate Spade New York has more than 140 retail shops and outlet stores across the US and more than 175 shops internationally.

Kate and Andy Spade sold 56 per cent of the brand to Neiman Marcus for $33.6m in 1999. Liz Claiborne acquired the company in 2007 - the same year Spade left her namesake brand. Luxury fashion company Coach announced it was purchasing the company for $2.4bn last year.

Actor David Spade has paid tribute to Spade, his sister-in-law.

"Fuzzy picture but I love it," he wrote late on Tuesday in an Instagram post. "Kate and I during Christmas family photos. We had so much fun that day.

"She was so sharp and quick on her feet. She could make me laugh so hard. I still can't believe it.

"It's a rough world out there people, try to hang on."

Spade, who was born Kate Brosnahan in Kansas City, Missouri, launched a new fashion brand called Frances Valentine in 2016. In an interview with NPR this year she said she changed her name to Katherine Noel Frances Valentine Brosnahan Spade.

“We are all devastated by today’s tragedy,” her family said in a statement through a spokesman. “We loved Kate dearly and will miss her terribly. We would ask that our privacy be respected as we grieve during this very difficult time.”

People have shared memorable quotes from the revered designer, including one from her 2002 Glamour Women of the Year interview, in which she said: “I hope that people remember me not just as a good businesswoman but as a great friend - and a heck of a lot of fun.”