Welcome to DONNA IDA’s SS16 Look Book which this season was styled by Fiona Rubie, art directed by Creative Director Christopher Whale and shot by renowned Fashion Photographer Jonathan Glynn-Smith.
The world is a catwalk and the mood of the season can be defined as ‘off-duty’ which is perfectly captured by our two models who are behind the scenes at a photo shoot styled simply in true blue denim and directional separates. The trends are heavily influenced by the 60s and 70s with IDA’s Ramona Pinafore Culotte, IDA’s Sadie the Boiler Suit and Current/Elliott’s dress being key shapes for the season to achieve that all-in-one denim look. The styling is minimal with Farrah Fawcett inspired hair and retro roller skates to add to the cool and iconic look.
Pretty pastels add a sugary sweet finish in the softest cashmere with stripes and slogans packing a punch from DONNA IDA and Bella Freud to team with high-waisted culottes or skinnies. For a more boho look, delicate and feminine sheer blouses from DONNA IDA, Joie and Mes Demoiselles add high fashion frothiness to your pale blue and soft white jeans with off the shoulder styles, fringing, embroidery, tassels, ruffles and pretty prints.
Take inspiration from the Prairie trend with plaited hair but bring it up-to-date with soft pastel eye makeup and neutral lips. Backstage, you’ll always find a hint of rebellion with graphic tees from R13 and NLST, providing a rock n roll edge to wear with skinny jeans or slouchy boyfriend styles. Finish off with smoky eyes and sexy tousled hair inspired by Debbie Harry. Watch out for new names this season from denim brand Brokenbow who’s signature styles are slouchy pants and embellished jeans; NLST bring army inspired pieces and ENES introduce the most buttery soft suede jackets while key denim pieces for true fashionistas come from Rachel Comey.