Donna's Diary - Meeting Mary Portas for What Britain Buys

I'm sure, that like me, you'll be addicted to watching Mary Portas' new Channel 4 show 'What Britain Buys' which delves into our shopping habits, revealing all the trends and changes over recent years. I was delighted when Mary asked me to take part in the programme which was filmed last week at DONNA IDA in Chelsea on Draycott Avenue and we explored the changes in denim, shape and technology. Please tune in on 7th July at 8pm to see the show and you can catch it On Demand.

Here's what I recommended to Mary:

All - IDA Rizzo, Frame Denim Le Garçon in Berkeley Square and Current/Elliott Cropped Straight

There are a few shapes which are universal shapes and will look good on most people. IDA Rizzo is a classic ankle skinny, Frame Denim has the best slim boyfriend jean with a mid rise and a relaxed leg and Current/Elliott's Cropped Straight is a great example of a jean that shows off a flash of ankle which can be flattering on most women.


IDA Rizzo Ankle Skinny Jeans in Deep Sea


Best for Apple Shapes - Goldsign Misfit in Motif


Goldsign Misfit Jeans in Motif

When women carry a little more weight around the middle but have lovely slim legs, it is best to go for a mid-rise jean with plenty of stretch to look nice and tight on the legs but comfortable on the waist.

Pear - IDA Rizzo the Ankle Skinny

For pear shapes, a high waist is key because it will cinch in create a beautiful silhouette and hug your curves. Go for a dark wash to flatter your figure and IDA's Rizzo style finishes at the ankle.


Long legs - Goldsign Misfit in Motif, IDA Ivy the Skinny


IDA Ivy Skinny Jeans in 50s Monroe

Long legs will require a 34 inch leg and then take a look at whether you have a long body or a short body to determine whether you need a high rise like IDA Ivy for long or Goldsign Misfit for shorter.

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