A Decade of Denim - Celebrating Our 10th Birthday

You are invited to join us to celebrate DONNA IDA's 10th birthday celebrations on 11th October 2016.  We are celebrating A Decade of Denim with a special new style, Eliza the Relaxed Dungaree in Plum Jam which encapsulates ten years of denim trends. Shoppers on 11th October from 10am-6pm in DONNA IDA’s Chelsea and Belgravia boutiques will get a special 10% off and receive a limited edition denim bag with every purchase which will be customised with their initials from industry experts Avery Dennison.


Jean Queen Donna Ida Thornton opened the doors to her Chelsea boutique on Draycott Avenue in October 2006 and her chihuahua Romeo (pictured below) was a popular character in the store. The complimentary IDA Hold Me Tote Bag has been named Romeo Forever in memory of his friendly nature. Donna said: “2006 was a big year for me – I met my husband Bobby Dazzler, got my first jeans boutique in Chelsea and bought my dog Romeo, a chihuahua. He used to come to the shop with me and people would come in especially to ask after him; he was such a character.”


The bag will be a complimentary gift with purchase and feature an inspirational quote on denim by Yves Saint Laurent which is emblazoned on the walls of the Chelsea and Belgravia boutique; "I wish I had invented blue jeans. They have expression, modesty, sex appeal, simplicity - all I hope for in my clothes”.

Donna Ida Thornton wears IDA Sadie Boiler Suit AW16 IMG_7663ss Donna Ida Thornton wears IDA Sadie Boiler Suit AW16

Donna Ida Thornton said; “The IDA Eliza Relaxed Dungarees represents my direction for AW16 and also embodies ten years of working in the fashion industry. When I started DONNA IDA, I never imagined that ten years later I would be unveiling my eighth collection of IDA and DONNA IDA to the world. AW16 is defined by rich beautiful fabrics anchoring the collection and I’m excited about new shapes which I know will continue to change the way we think about denim with Eliza, Sadie, Kitty Kat and Margot, all adding a cool, versatile and relevant edge to your modern wardrobe.”


VIP After Party - Donna Ida Thornton will be celebrating A Decade of Denim at a party for VIP’s and influencers at The Hari in Belgravia from 6.30-9pm with cocktails provided by Bloom Gin. To join us RSVP to bella@donnaida.com

DONNA IDA Timeline:
2006 Donna Ida Thornton opened DONNA IDA in Chelsea, Draycott Avenue in October
2007 the Denim Clinic concept is introduced to help customers find the perfect jeans
2008 donnaida.com launches
2010 DONNA IDA in Belgravia opened on Elizabeth Street
2012 Donna Ida Thornton launches IDA as a high waisted denim collection with contemporary separates
2013 DONNA IDA in Chelsea is refurbished
2015 Donna Ida Thornton adds mid & low-rise jeans to the IDA collection & expands the DONNA IDA to include silk and cashmere pieces

2015 Donna Ida Thornton introduces DIPS (DONNA IDA Personal Shopping)
2016 – October – DONNA IDA announces A Decade of Denim celebrations

 Take a look at our AW16 Collection.

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