History of Donna Ida

 

Jean Queen Donna Ida Thornton opened the doors to her first boutique in Chelsea in 2006, selling an edit of the world's best denim brands which included J Brand, Goldsign, MIH Jeans, Frame Denim and many more.  

donna ida thornton

Jean Queen Donna Ida Thornton with model Femke Jansen

rizzo donna ida skinny jeans
Rizzo the Ankle Skinny


Over the next ten years she opened boutiques in Westfield, Belgravia and Guildford and increased her edit to include pieces to complete the modern wardrobe including tops, cashmere and ready to wear pieces from Joie, Acne, Equipment, Splendid, L’Agence, Bella Freud and 360 Cashmere.

Jeanie the Cigarette Leg


In 2012, Donna launched her first eponymous denim collection with a selection of high waisted classic styles and modern separates. This included the iconic Ivy the Skinny and Jeanie the Cigarette Leg plus an elegant selection of silk blouses, cashmere jumpers and simple tees.

donna ida pop up

The collections grew beautifully to fill the boutiques until it was time to change the model to fit the modern world. In 2018 Donna moved to a more agile model utilising online and social media to speak direct to shoppers to create pieces that worked for them. The team travel around the world with their pop ups which have taken them from Scotland, New York City and Hong Kong.

donna ida jumpsuit denim

This new era saw a shift and a re-focus on the denim that she is famous for. Donna created new iconic jumpsuits, boilersuits and all-in-ones that her customers love including the Cassandra the Flared Jumpsuit and Dolly the Flightsuit. Although silk blouses and cashmere pieces are no longer the focus, Donna designs special pieces including The Hustle Coat, The Greatest Cape and the Most Faithful Poncho.  

 We hope you enjoy the collection and make sure you tag us @donnaida @donnaidadenim #donnaidagirls on social media.

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