“A little bit lady, a little bit rock ‘n’ roll and a lot of chic” 

When the PR team at Donna Ida announced the launch of IDA a new denim label, I smiled a knowing smile.  As a stylist/ denim expert I’m excited to see the collection as it’s born out of Donna Ida Thornton’s understanding of what is currently missing for us women in a saturated denim world. Those day’s of working on the shop floor and dressing hundreds of women in jeans gives a unique insight into what women really need in their wardrobes…. I think we are in for a treat!

Denim boutique owner Donna Ida Thornton is set to launch a denim label in Spring 2013. IDA by Donna Ida is an entirely new concept in denim which will be dedicated to celebrating the ‘iconic woman’ silhouette with a collection of true-waisted and tailored jeans with classic co-ordinates to complement them.

Drawing inspiration from quintessential British elegance and sophistication, Donna Ida Thornton has introduced a collection of styles with a contemporary aesthetic and attitude to denim. IDA is a label with an achingly cool take on the way a modern woman dresses; a little bit lady, a little bit rock ‘n’ roll and a lot of chic. The collection comprises 20 pieces and is aimed at women who appreciate a clean silhouette.

Donna Ida Thornton said ‘IDA was born from a need to satisfy
an increasing customer demand towards high-waisted fashion styles. I am constantly reaching for high-waisted styles within my own denim wardrobe but find I am limited from a fashion point of view. High-waisted is chic, stylish, and comfortable to wear and creates
a beautiful silhouette. For me this is the modern yet timeless way to wear denim.’

IDA by Donna Ida will launch to the wholesale market from August 2012. IDA by Donna Ida will also be stocked in Donna Ida boutiques from Spring 2013. Retail prices for jeans will range from £150 – £170.

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