Donna Ida is the ultimate denim destination curating the modern wardrobe. It was 2005 and Donna Ida Thornton couldn’t find the right jeans. Sydney-born Donna knew what jeans she could pull off but dreaded the hours trawling through various department stores searching for that special pair of jeans that would make her look and feel great. Donna needed a place of sanctuary, a retreat for women like her who wanted to get the best advice for her style, to discover which jeans suited her best.
London needed it. A denim haven with friendly and knowledgeable staff, who are armed with a concise edit of the best designer denim brands in the world.
The concept is mirrored online at www.donnaida.com where the comprehensive Denim Clinic includes videos on body shape and denim shapes, a Designer Encyclopaedia, a Denim Dictionary and a Live Chat option for real time advise from a denim advisor. Donna Ida Thornton is widely considered the Jean Queen of London and in 2013 launched her own collection, IDA, a high-waisted denim collection completed with contemporary classic separates. The IDA denim collection has expanded to include six key denim shapes in key washes with seasonal fashion highlights.
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