Introducing IDA SS15 California Dreaming

For SS15 I'm adding new heights to the IDA collection with my boho inspired collection, California Dreaming. When I launched IDA in SS13, I envisaged a high-waisted denim range to fill the gap in the market and continues with best-selling styles in the traditional 9¾ inch rise in iconic washes and new shades.  From January 2015, expect a new selection of 7 inch rise low waisted jeans and 8½ mid rise.

IDA, SS15, Grosvenor, Amy Roberton, Donna Ida Thornton, Lauren Smith, jeans, denim, fashionI'm here with Amy wearing IDA Ivy in Bright Vintage (left) and Lauren in IDA Honor in Coachella (right)

New Heights

We’re witnessing a cultural change in that we are more focused on our health and well-being than ever before. In fashion we are seeing a rise in athletic bodies and confident looks. Think how much more acceptable it has become to integrate sports luxe into your everyday life with super skinny jeans and leggings becoming our day-to-day uniform. Low rise offers a new way of styling which offers comfort from the new fit and fabrications from modern denim brands. In terms of leg shapes, this season we are showing the cropped skinny, ankle skinny, relaxed skinny and an ankle swinger shape to kick out slightly at the bottom. The collection is slowly expanding to include a more relaxed and slouchy look which will also include more rips, unfinished hems and abrasions into next season.

IDA SS15 Grosvenor, Donna Ida, fashion, denim, jeans, Amy Roberton, Donna Ida Thornton, Lauren Smith

Low Rise

For SS15 I’ve introduced a low-rise style called Honor, as in just high enough in the rise to protect your honour! These are a classic skinny jeans shape with a 7 inch rise and a 9 inch leg opening. As much as we’re still wearing mid to high rise jeans, style leaders are seeking out lower rise options and the mood is shifting towards a new directional shape. Worn with a trapeze shape top, the trend is for a slightly boho beachy vibe. Kate Moss is the denim icon for skinny jeans – she pioneers denim by adding her style in a new, cool and fresh way. I’ve created Kate The Great Festival Short which is a low rise (7 inches again) slouchy style cut off with a raw edge to capture the festival mood. Kate wears hers with a cool white shirt and suede boots or with a relaxed oversize tee and flat sandals.

IDA, SS15, Grosvenor, Donna Ida Thornton, Lauren Smith, jeans, distressed jeans, denim, fashion

Mid Rise

Mid rise jeans are a wardrobe staple that have fresh new shapes for SS15. Gypsy is new style which I’m calling The Relaxed Classic. This has an 8 inch rise with 15 inch leg opening in a worn vintage inspired wash called 60s Bardot. Think lower rise, faded denim to be worn LA style with a soft basic tee and frayed at the bottom from being worn long and casual with flip flops.I’ve also added Kitty which is a Mid Rise Ankle Swinger. Think a 8½ inch rise which is worn cropped with a slight kick out from the 15¾ inch leg opening. Downtown Dazzler is a move on from my best selling Bobby Dazzler Boyfriend Jeans and is a Mid Rise Relaxed Skinny with an 8½ inch rise, designed to be worn lower and slouchy with an 11 inch leg opening which is perfect for rolling up. Both Kitty and Downtown Dazzler are created with an Urban Cashmere wash, a new soft fabric which feels as luxurious as cashmere. The trend for rips will continue for SS15 so Downtown Dazzler also comes in Milkshake – a pure white denim with rips and abrasions for that cool off-duty look.

IDA, SS15, Grosvenor, Donna Ida Thornton, Lauren Smith, jeans, denim, white jeans, fashionIDA Downtown Dazzler in Milkshake

High Rise

The high-waisted denim collection is anchored by best selling classic styles in new washes. Ivy The Skinny continues in Bright Vintage, Noir and Deep Sea plus new shades. Ivy in 70s Farrah is named after Charlie’s Angel star Farrah Fawcett for the cool vintage inspired wash whereas Ivy in Greystone is the perfect faded smoky grey and finally the wash Goldie’s Dream is inspired by actress Goldie Hawn’s love of light but bright blue denim. For SS15 Rizzo the Ankle Skinny returns in a classic dark indigo Night Fever wash plus two new washes, Dumpster Dayz a dark grey, and M*A*S*H, a khaki army green shade inspired by Margaret ‘Hot Lips’ Houlihan. Mabel the Ankle Slim returns in Bright Vintage and Noir to add a neat slim leg to your denim wardrobe. Jeanie the Cigarette has classic Milk and True Blue washes plus a new wash 60s Bardot inspired by Brigitte Bardot which is a faded, worn-out, washed-out vintage shade.

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