About DONNA IDA

Donna Ida Thornton, known as the Jean Queen, created IDA for the girl whose wardrobe is centred around denim. The denim collection celebrates a woman's figure with high waisted jeans and statement all-in-ones pieced designed to shape and flatter. The core of the collection is centered around the best selling styles of Cassandra and Minnie. Modern, elegant, instantly recognizable and iconic. 

Born and raised in Sydney, Australia, Donna Ida Thornton moved to the UK in 1999 for a career in marketing when she spotted a gap in the market for a denim brand that made women instantly feel seen, coupled with the level of extreme customer service that is often lacking in a shopping experience. The focus of DONNA IDA is on the product, and the customer.

Since 2006, DONNA IDA, which GRAZIA magazine hailed “Jeans Genius” has been London’s go-to denim brand. Donna is constantly inspired by the freshness and modernity of denim, a fabric that is democratic, hard working, and effortlessly cool.