The Modern Edit with Donna Ida Thornton

donna ida, donna ida thornton, the modern edit, trend, style, london fashion, london style, street style, street fashion, blogger style, blogger fashion,

Tell us about your style?

I always wear jeans. They are an essential item in any wardrobe as they are versatile, cool and hardwearing. I wear skinny jeans most days but I also love a high-waisted flare. I like to wear classic tees or cashmere jumpers with a tailored blazer or long coat. Jeans are the basis of my wardrobe but I never leave home without statement accessories - chunky rings and necklaces are key and I always wear huge heels - the higher the better!

Do you have any style icons?

I'm inspired by lots of women past and present who all dress using the same common denominator - cool classic shapes, statement coats and jackets - killer evening wear. They all know what a waist is too. I look to Marilyn Monroe, Bridget Bardot, Katherine Hepburn, Marianne Faithful, Anita Pallenberg, Kate Moss.

What are your current wardrobe essentials?

At the moment I'm always in black leather J Brand jeans. I wear them during the day with a Minnie Rose Pow Wow knit and a Crumpet polo neck sweater and then in the evening with a Elizabeth and James Kamilla Top. I've also been wearing my IDA Ivy Jeans in Noir Dreamtime with a blouse and jacket constantly. The print is unique and I love a high-waisted skinny - so chic.

What is it about London fashion you are drawn to?

The energy. It is my favourite place in the world, I am at my most comfortable and happy here. In London you can wear anything you want, be whoever you want to be.

What’s your best industry advice?

I like the Churchill quote 'when you're going through hell, keep going' and I often think about a piece I read when I was setting up Donna Ida. It was from a Tim Waterstone interview where he talks about what you have to be made of to run a business. It was a checklist and I often think about the things he said. One was do you have the ability to inspire and lead, another was can you motivate, a third was can you handle constant and relentless financial pressure. It was a good thing for me to read.

Tell us about your new denim collection, IDA?

IDA is a collection of true-waisted jeans with tees and blouses to compliment - I wanted to present the whole denim look. We have a regular customer called Jeanie who has shopped with us since the day we opened and she’d come in asking for high-waisted jeans. She’s clear about what she wants, and if we didn’t have it, she’d say ‘Well, why not?’ I felt I was letting her down when I didn't have a good enough selection, and certainly nothing outside of basic washes, so I thought, ‘all right Jeanie, we’ll create a brand for you.’ I’ve named the cigarette leg after her because that's what she wants to wear. I imagine all the jeans as real characters, cool old fashioned girls sitting around drinking gin from tea cups. It’s a gang I’d like to be in. Jeanie, a high-waisted cigarette leg, joins a collection of six high-waisted styles; Ivy the skinny, Mabel a crop, Frenchie a straight leg, Audrey an ankle zip skinny and Martha a flare. Pre-order IDA now


donna ida, donna ida thornton, the modern edit, trend, style, london fashion, london style, street style, street fashion, blogger style, blogger fashion,

More from Style Insider

Leave a comment

Please note, comments must be approved before they are published