Back in November, on a beautiful sunny day we arrived at a gorgeous location near Heathrow to shoot the new IDA SS14 Look Book. Inspired by quintessential British elegance, the new IDA On the East Coast evokes 50s Americana with cool, classic, retro pieces with a nautical influence teamed with preppy cropped jeans and accented by fresh summery pastels and pops of bright colour.
The Boat House is the perfect riverside setting with serene, fresh interiors featuring white wooden walls and flooring plus the most beautiful pool and garden, and as the name suggests, a boat moored just outside the back door.
'On the East Coast' is the third IDA collection from Jean Queen Donna Ida Thornton which introduces new styles and new washes. Rizzo the High-Waisted Ankle Skinny is the hot new shape evoking the 50s style seen in the movie Grease in an array of new colours including pastel cords and a new lightweight denim called Lazy Dayz. For the first time, IDA introduces the Parklife Dazzler Boyfriend Shorts, a relaxed style in Vintage Sunshine. The house which was scouted by our Graphic Designer Kate Gorbunova who was looking for the perfect backdrop for the collection.
Meet the team! Pictured left to right below - Hair Stylist Suzan Kerlo, Donna Ida's PR Manager Claire Etchell, Photographer Aidan O'Neill, Models Femke & Rosie, Make Up Artist Tamara Ramsey-Crockett & Donna Ida's Graphic Designer Kate Gorbunova.
The makeup was provided by Tamara Ramsey-Crockett from Bobbi Brown where the direction was light pastel eyeshadow with bright lips that pick up the highlight bright reds and pinks in the collection. The hair was teased to perfection by Suzan Kerlo with the aim of creating mermaid-like fishtail plaits and loose waves.
Colour me beautiful! Bobbi Brown cosmetics used beautiful pastel shades to highlight the bright colours in the collection.
Coming soon, new colours in the best-selling silk IDA Mrs Thatcher pussy bow blouse and the new Kelly Coat in Cake Sprinkles.
The IDA SS14 collection includes a new collaboration; Simeon Farrar for IDA with a capsule collection of slogan sweaters and tees. Here's a sneak preview of the 'Never Knowingly Underdressed' Flasher Tee below.
The shoes were uber glamorous and provided by Bionda Castana and their SS14 collection. Denim and high heels - swoon!
IDA SS14 Collection is due to launch in store in February 2014. Shop IDA.