New Brand - Bella Freud launches at Donna Ida

We've been huge fans of London based fashion designer Bella Freud ever since we took this picture of Donna Ida Thornton in her cool 'Ginsberg is God' jumper last year, so we are excited to announce that the art-influenced brand has joined the Donna Ida edit for AW14.

Donna Ida Thornton, Donna Ida, Bella Freud, Ginsberg is God' jumper, fashion, London, outfit Jean Queen Donna Ida Thornton

Bella Freud is renowned for her signature jumpers and her bold iconic knits have been seen on celebrities including A-list fashion icons from presenter Alexa Chung, to supermodel Kate Moss and Vogue's contributing editor Laura Bailey.

Kate Moss, Bella Freud's 'Ginsberg is God' Jumper, Donna Ida, fashion Kate Moss spotted in Bella Freud's 'Ginsberg is God' Jumper
Bella Freud 'Ginsberg is God' Jumper in Black Bella Freud 'Ginsberg is God' Jumper in Black

The label is influenced by film and contemporary culture and was first launched by Freud in 1990 with a collection of knit dresses, mini tailored suits and accessories. Freud was also involved in the production of short films and eventually combined her passion of these two areas by creating three short fashion films with John Malkovich in 1999.

Designer Bella Freud Designer Bella Freud

Freud has continued to work in the fashion industry and has been particularly influential in helping to relaunch brands such as Jaeger and Biba. Freud in recent years has continued to collaborate with friends in both fashion and film and in 2012 designed two capsule collections for Barbour. It was in 2013 when Bella Freud developed her first RTW collections and that is where the famous woolen jumpers made their debut with their cool, modern aesthetic and androgynous style.

Alexa Chung in Bella Freud 1970 Jumper at Fashion Week, Donna Ida, fashion Alexa Chung in Bella Freud 1970 Jumper at Fashion Week

Freud's signature jumpers are 100% pure merino crew neck knitted wool and feature various embroidered sayings such as 'Ginsberg is God,' '1970,' 'Close to my Heart,' and 'Loving.' On the famous 'Ginsberg' knit Freud said; 'I made a short film with John Malkovich called Hideous Man about Beatnik girls waiting around at a club for their favourite poet to arrive for a reading. I wanted the leader of the group to wear a jumper showing her devotion to literature and art, a bit like a band t-shirt. I was throwing out names with my assistant, and Ginsberg is God tripped lightly off the tongue. 'But what about Godard is Dog, I mean God?' she said. Godard is Dog is what is written on the back of the jumper.' Comfortable and chic, these jumpers are perfect paired with your favourite pair of jeans and flats for a daytime look or can be dressed up with tights and a leather skirt for an edgier evening look.

Bella Freud 'Close to my heart' knit in grey, Donna Ida, fashion Bella Freud 'Close to my heart' Knit in Grey
Bella Freud Loving Knit, Donna Ida, fashion Bella Freud 'Loving' Knit in Black

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