DONNA IDA and Vestiaire Collective have announced a partnership to celebrate Belgravia in Bloom which this year will honour the new Frida Kahlo: Making Her Self Up exhibition at the V&A, sponsored by Grosvenor Britain & Ireland. Belgravia in Bloom will pay tribute to the exhibition with retailers showcasing special window installations and announcing exclusive partnerships, taking place from 19th to 26th May 2018.
To kick off the week long celebrations, The DONNA IDA store will house a curated edit of Frida Kahlo inspired pieces carefully chosen from Vestiaire Collective’s extension fashion catalogue, including brands such as Yves Saint Laurent, Vita Kin, Dolce and Gabanna and Charlotte Olympia, available to shop in-store from Monday 21st-Friday 25th May 2018. Jean Queen Donna Ida Thornton and Vestiaire Collective will also host a dedicated Detox Day at the DONNA IDA store on Thursday 24th May from 8am - 8pm. Shoppers are encouraged to detox their wardrobes and drop off pre-owned luxury items to the Vestiaire Collective VIP concierge team. Vestiaire Collective and DONNA IDA will be running a competition to win a Frida-inspired prize for the person who drops down the highest number of items on the Detox Day.
DONNA IDA will offer an exclusive 10% off to shoppers who are dropping off designer goods so they can shop the new SS18 season which will include an exclusive three piece T Shirt collection inspired by Frida’s Belgravia in Bloom. Designed in collaboration with hand lettering artist Alison Carmichael, the three T Shirts which will available from May featuring the slogans Feeling Frida, My Own Muse and Mexican Army - all £45. Alison said: “The aim was to capture the spirit of Frida Kahlo’s Mexican culture and combine it with the Britishness of Belgravia in Bloom. Watercolour pigments enabled me to create spontaneous and expressive designs, which celebrate this vibrant union.”
The DONNA IDA x Vestiaire Collective partnership will be brought to life through a floral installation in the window at The DONNA IDA x Vestiaire Collective partnership will be brought to life through a floral installation in the window at the boutique from 1st May designed by acclaimed florist Mathew Dickinson of Dickinson & Doris. Mathew Dickinson said: “The installation reflects the DONNA IDA brand and SS18 collection, the bright Summer colours are all inspired by Donna, and the window display will reflect this. The concept is when you slip on a pair of DONNA IDA jeans that your world comes to life and bursts forth with colour, vitality and joy."
Donna Ida Thornton CEO of DONNA IDA said: “I am overjoyed to partner with Vestiaire Collective for this special Frida Kahlo Detox Day which will celebrate an artist I admire. It is an honour to join the retailers of Elizabeth Street to support Belgravia in Bloom and, once again, bring an exclusive experience to the area by hosting our third annual pop-up with Vestiaire Collective. The V&A’s Frida Kahlo exhibition will be the hottest ticket in town this year, so it is a privilege to take part, both inside and outside the DONNA IDA boutique, with exclusive T Shirts designed with Alison Carmichael and an outstanding floral display from Mathew Dickinson of Dickinson & Doris.”
Charlie Collins UK VIP Manager at Vestiaire Collective said: “Frida is one of the most revered and celebrated female artists in history. She is a true source of inspiration for women all over the world because of her spirit and bold fashion choices. We are so thrilled to bring a unique selection of Frida-inspired pre-owned luxury pieces to DONNA IDA, showcasing how her satirical vision has inspired designers the world over. Once again we are hugely excited to partner with DONNA IDA for our annual detox day, which always turns Elizabeth Street into a flurry of activity. We cannot wait to see the beautiful items that are dropped off to sell with us and to see who will win the bumper prize!”
Sign up to our newsletter to be the first to receive your invitation to the Detox Day. Find out more about the SS18 floral window on Elizabeth Street. Take a look at previous Detox Days here. Get tickets to Frida Kahlo: Making Her Self Up exhibition at the V&A, sponsored by Grosvenor Britain & Ireland.