Introducing IDA SS14 On the East Coast Collection

Jean Queen Donna Ida Thornton's IDA On the East Coast collection launches for SS14 inspired by fresh nautical looks, soft pastels, chic sailor stripes, pops of colour and beautiful blue denim. Last month we went Behind the Scenes on the Look Book shoot which was held at a stunning boathouse location just outside of London and now we can reveal the beautiful images in all their sunlit glory. When we caught up with Donna, she revealed the inspiration behind the collection. "On The East Coast is everything I aspire to for SS14," she explained. "Cool, classic and retro pieces to team with oversized shades. I looked to 50s Americana; think Jackie Kennedy with a touch of Grease with preppy, cropped jeans and fresh summery pastels."

Rizzo Ankle Skinny £175 and Out of Africa Shirt £250, donna ida, london fashion, london style, blogger fashion, blogger style, lavender pants, lavender top, blouse, cords, skinny jeans, purple, model, campaign

New Denim Shapes

The high-waisted denim collection continues, anchored by best selling classic styles Ivy the Skinny, Mabel the Ankle Slim, Jeanie the Cigarette, Mona the Bootcut, Martha the Flare and Bobby Dazzler the Boyfriend.

IDA Mona the Bootcut in Noir and True Blue with Out of Africa Shirt in Milk and Lavender , donna ida, london fashion, london style, blogger fashion, blogger style, street style, purple, lavender, skinny jeans, blouse sunglasses
IDA Mona Bootcut in True Blue and Out of Africa Shirt in Lavender, donna ida, london fashion, london style, blogger style, blogger fashion, blouse, flare jeans
IDA Mona Bootcut in Noir and Out of Africa Shirt in Milk, donna ida, london fashion, london style, blogger style, blogger fashion, blouse, black flare jeans

New shapes include the Rizzo, a high-waisted Ankle Skinny inspired by the classic 50s Capri style; perfect for Summer nights with a pair of Langley strappy sandals from Bionda Castana's SS14 collection (pictured below). Finish the look off with hair in a mermaid-like fishtail plait or in loose, carefree waves.

IDA Rizzo in Milk with Mrs Thatcher Blouse in Hot Lips, donna ida, london fashion, london style, blogger fashion, blogger style, blouse, bow, white jeans, skinny jeans, heels, street style

For the SS14 season, Donna has also introduced the first shorts into the collection with Parklife Dazzler, a low rise boyfriend style to be worn low and slouchy with relaxed turn ups. Team it with the new IDA Weekend in Paris Cashmere Jumper in Sailor Stripe for a hint of nautical chic.

IDA Parklife Dazzler Boyfriend Shorts and Weekend in Paris Sailor Stripe Jumper, donna ida, london fashion, london style, blogger style, blogger fashion, stripe jumper, knitwear, denim, jeans, hat
IDA Parklife Dazzler Boyfriend Shorts and IDA for Simeon Farrar Never Knowingly Underdressed Vest, donna ida, london fashion, london style, blogger style, blogger fashion, printed vest, denim shorts, hat, casual style, street wear, street style

New Denim Washes

Head-to-toe ice cream pastels are on trend for SS14 which is translated into the IDA collection with Rizzo in Corded Lavender Sherbet and Mint Sherbet. Team with the  Out of Africa Shirt in delicate silk in complementary shades.

IDA Rizzo Ankle Skinny in Lavender and Mint Sherbet and Out of Africa Shirt, donna ida, london fashion, london style, blogger fashion, blogger style, purple, green, lavender, mint, skinny jeans, blouse

Rizzo in Lazy Dayz is in a new lighter denim fabric than the traditional IDA denim for SS14 in a soft blue shade. Pebble Beach is a cool sandy shade with a stone wash undertone, the new way to wear light denim for SS14. The Bright Vintage wash continues with a beautiful slightly worn finish and a new variation is added with Ice Bright Vintage which is a faded pastel blue wash. Noir, Indigo, True Blue, French Navy, Deep Sea, Milk and Iconic Blue washes are all part of the core IDA collection.

IDA Rizzo Ankle Skinny in Lazy Dayz  with Collar & Cuffs Contrast Jumper in Lime with Heather Grey, donna ida, london fashion, london style, blogger fashion, blogger style, street style, green jumper, cashmere, plait, skinny jeans
IDA Rizzo Ankle Skinny Milk and Collar and Cufff Jumper in Hot Lips and Racey Red, donna ida, london fashion, london style, blogger style, blogger fashion, pink jumper, cashmere, white jeans, skinny jeans, model, street style

New Luxe Separates

On the East Coast celebrates a cool classic, girl next door look with statement pieces pulling together your outfit and celebrating the iconic silhouette. Mrs Thatcher, the Pussybow Blouse in beautiful silk, returns in new bright blue Electric Dreams and fuchsia pink Hot Lips.

IDA Rizzo in Milk and Pebble Beack with Mrs Thatcher in Hot Lips and Electric Dreams, donna ida, london fashion, london style, blogger style, blogger style, blouse, skinny jeans, white jeans, beige jeans, womenswear, bow

The classic two-pocket Out of Africa Shirt mirrors the pastel cords in the denim collection with silk pieces in Minty Moment and Lavender Fields.

Rizzo Ankle Skinny in Corded Mint Sherbet and Out of Africa Shirt in Mint, donna ida, london fashion, london style, blogger fashion, blogger style, blouse, mint green, pockets, jeans, mint skinny jeans, style

Cashmere is a wardrobe staple with contrasting two-toned colours in the Collar and Cuffs Crew Neck Jumper, The Dazzler Boyfriend Jumper and The Weekend in Paris Sailor Stripe Jumper.  Wear with blue skinny jeans for a relaxed but sophisticated look or team with striped platform sandals from Bionda Castana with a playful ankle tie.

IDA Ivy Skinny Jeans and Drop Sleeve Dazzler Jumpers, donna ida, london fashion, london style, blogger fashion, blogger style, street style, casual, knitwear, panel colours, skinny jeans, matching

IDA IVY Skinny in Bright Vintage and Drop Sleeve Dazzler Boyfriend Jumper, donna ida, boyfriend jumper, panel colours, london fashion, london style, blogger style, blogger fashion, jeans, denim, blue and black

For a statement jacket, the Kelly Coat in textured Cake Sprinkles – coral base with neon pink highlights - is a standout piece to freshen up your SS14 look. Bobbi Brown cosmetics created the IDA girl make-up for the photo shoot using beautiful eyeshadows in pastel powder blues and soft pink lips to bring out the colours in the collection.
IDA Rizzo Ankle Skinny, Mrs Thatcher Blouse and Kelly Coat in Cake Sprinkles, donna ida, london fashion, london style, blogger fashion, blogger style, jacket, blouse, bow, heels, skinny ejans, blue jeans, style

Simeon Farrar for IDA

For SS14, we are very excited that Donna Ida Thornton has joined together with designer Simeon Farrar to expand the IDA offering into slogan tees and sweatshirts for the new collection. Simeon, who is famous for his tongue-in-cheek designs created three designs for the range. ‘Never Knowingly Underdressed’ is hand printed on to Flasher a racer back vest and long-sleeved Sweatshirt. The Thunder and Lightening cap sleeve tee features a design based on Donna’s famous Chihuahua Romeo. As Vogue.com put it, 'Do you suffer from this fashion ailment?' with the Chic for Brains emblazoned Girl Next Door basic tee.

IDA Mabel Ankle Slim and Simeon Farrar for IDA Girl Next Door Chic for Brains Tee, donna ida, london fashion, london style, blogger style, blogger fashion, street style, tee, printed tee, blue tee, skinny jeans, blue jeans, heels
Bobby Dazzler Boyfriend £150 and Girl Next Door Classic Tee £75, donna ida, boyfriend jeans, baggy jeans, cuffed jeans, heels, printed tee, white tee, sunglassesm casual style, day to day look, london fashion, london style, blogger style, blogger fashion
Jeanie Cigarette Leg £160 and Flasher Vest £65, donna ida, london fashion, london style, blogger fashion, blogger style, black vest, printed vest, hat, white jeans, straight jeans, cuffed jeans, rolled jeans, heels
IDA Rizzo Ankle Skinny and Simeon Farrar for IDA NeverKnowingly Underdressed, donna ida, london fashion, london style, blogger style, blogger fashion, jumper, printed jersey, blouse, skinny jeans, style, casual, day to day

IDA On the East Coast collection for SS14 will be available from February 2014. Shop IDA.

See Behind the Scenes at the IDA On the East Coast photo shoot.

With thanks to Bionda Castana and Bobbi Brown cosmetics.