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Donna Profile


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.  In October 2006, Donna Ida was born with the first Donna Ida boutique opening in London’s Chelsea.  Donna soon became the saviour of every woman who placed their trust in her expertise, from fashion editors and celebrities to the stylish women of London.

Two boutiques quickly followed along with the Donna Ida online launching in 2008.  Please see our boutique locator here

Along with the comprehensive denim selection, Donna Ida stocks a wider brand edit to complete the modern wardrobe which is anchored by denim. 

Customer service is at the heart of Donna Ida with all denim specialists carefully selected and trained to find the perfect jeans for you. All Donna Ida boutiques are designed with the customer in mind and feature the famous ‘Denim Clinic’ where customers can book a one-to-one appointment with a style advisor. The directional concept is designed to be relaxing and each boutique has a bespoke interior that includes distinctive features such as full-length, three-way mirrors and podiums for you to admire your jeans from every angle.

The concept is mirrored online at 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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