A few months ago in the cold Winter months (yes one of those days when you can't imagine that Spring will ever arrive) we packed up our beautiful blue denim and bright white jeans and set out to a studio near the iconic London Bridge where we shot our latest IDA SS15 Look Book. Our brief was to encapsulate the new collection from Jean Queen Donna Ida Thornton but this time there was a twist with a new direction for the range.
Donna explains, "In Spring/Summer 2013 I unveiled IDA as a collection of high-waisted jeans. Two years later the classic shapes are best sellers with Ivy the Skinny, Jeanie the Cigarette, Rizzo the Ankle Skinny and Mabel the Ankle Slim making up the core collection of denim styles."
Donna continues, "I wanted to offer IDA in more options to ensure the perfect-fitting jeans for every body shape so for Spring/Summer 2015 I have introduced low and mid rise jeans to the range. Pictured above left is Ivy and to the right a new style Honor, a low rise skinny with a 7” rise."
The new low-rise might sound a little intimidating to start with (it certainly is hard to think of them without conjuring up visions of Britney Spears circa 2000 teamed with a washboard stomach) but fear not! The new low-waisted styles are cool, edgy, a little slouchy and fashion forward (aka not designed to be worn with a bright pink bra top). Honor is also cut slightly higher at the back to ensure comfort and a perfect fit.
The inspiration for the new IDA collection was a different era as Donna explains. " This collection is called California Dreaming and is heavily influenced by the 70s and icons of past decades. Farrah Fawcett, Bridget Bardot and Goldie Hawn’s love of blue jeans have defined and anchored this collection of retro jeans updated with a modern fit and updated fabric technology. Think of a easy, breezy, laid-back style."
To create a 70s mood we used a cool, calm backdrop for the iconic jeans and shirt brand, and the outfits were styled by fashion consultant Chloe Beeney. Having worked with top fashion icons and for high fashion publications, Chloe brought the 70s vibe to life using key accessories including jewellery from Vicki Sarge, floppy hats and strappy flats.
Ronnie Woodward from Real Hair London was the amazing hair stylist on the day with a brief to create a 70s vibe with a touch of Farrah Fawcett. Ronnie said: "For the 70s look I used a medium barrel tong to set the hair away from the face in small, random sections to create a more natural fall in the hair. Then I unpinned the curls, blasting it with Schwarzkopf Professional Volume Boost Dry Shampoo. Then finished by brushing it out away from the face creating a real 70s Boho Wave."
Make up was courtesy of the ever-glamorous Tamara Ramsey Crockett using Bobbi Brown's Pretty Powerful range. Tamara said; "To create a 70s vibe I focused on defining the eyes with a liner and kept the skin natural. I enhanced the cheeks with warm nude tones for blush and a slightly more defined lip."
New shapes this season which join the core IDA range are 70s inspired denim styles Ella the High Top Skirt which is the perfect denim pencil skirt, Downtown Dazzler the Slouchy Skinny, Gidget the sporty inspired Ankle Slim, Gypsy the Relaxed Classic, Kitty the Ankle Swinger, Rose the Low Rise Cigarette and Kate the Great Festival Short.
SS15 also sees the launch of an entirely new concept for denim as Donna explains further. "My mission is to ensure the perfect fit and so this season I’m adding jeans in half sizes to the IDA range. Adelaide a high waisted flare and Jeanie in Pebble Beach will be available in key sizes with just half an inch difference in the waistband. IDA is the first premium denim brand to launch half sizes taking the perfect fit one step further with this pioneering new idea."
Completing the range are iconic IDA shirts and classic cashmere separates all designed to go perfectly with jeans. These simple but stylish items will make up the key pillars of your wardrobe this Spring/Summer 2015.
New washes will also include a new grey shade 'Greystone', the perfect dusty shade to wear all year round. Khaki is the new neutral so add interest to a seasonless military inspired look with a touch of safari and finish off with a crisp white IDA Poet Don't Know It Shirt.
This season, take part in our Denim Election to answer the question of which is more popular - high waisted or low waisted jeans. Vote #TeamHigh or #TeamLow to be in with a chance of winning £1,000 IDA wardrobe. Take a look here for details on how to get involved.
Follow @donnaidadenim on Instagram for all the latest pictues and behind the scenes gossip. Here's a little snapshot from the day featuring models Hanna Hultberg & Martine Dyb, designer Amy Roberton, stylist Chloe Beeney, Tamara Ramsay Crockett for Bobbi Brown, Ronnie Woodward of Real Hair London, photographer Hayley Bayliffe, creative direction from Kate Gorbunova, PR & Marketing from Claire Etchell and with thanks to Vicki Sarge.
Shop the latest IDA Collection.