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Launched by denim boutique owner Donna Ida Thornton, IDA is an entirely new concept in denim. 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. For SS14, Donna Ida Thornton has teamed up with designer Simeon Farrar to create a capsule collection of slogan tees and sweaters.

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