IDA DENIM - THE CRUSH (PART ONE)

Donna Ida Thornton is a very busy lady. When she’s not collaborating with über cool label, J Brand or preparing the IDA denim September launch, she's designing a cocktail (on menus at Eclipse bars come August), or refurbishing one of her eponymous boutiques. The list goes on…

In addition to all this, she’s the designer behind my FAVOURITE ever jean range, IDA. I would just live in her jeans if I could, they’re indestructible and keep their shape.

I managed to get an interview with her – here’s a mini peek into what makes this superwoman tick!

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1. Donna, on my trip around Central America I was asked by designers and stopped by girls on the street about the prints on your jeans? Do you design all the prints yourself?

That’s so nice to hear! The prints in the SS13 IDA collection were actually vintage 1920s prints, which we reworked into the jeans. I’m also very lucky to be able to handpick the best prints to stock in Donna Ida from J Brand, Mother Denim, Rag & Bone and Current/Elliott.

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2. The IDA jean is superbly high-waisted which makes you look so much slimmer and longer in the leg. Was this something you decided you just needed to do for the benefit of womankind? There is certainly something to be said for sitting on your bike without having half of you falling out!

Exactly! I think we all remember the early 90s when everything got a little too low-waisted. I love looking at icons of the past who celebrated a chic, elegant look. When I created IDA I looked to Marilyn Monroe, Brigitte Bardot, Katharine Hepburn, Marianne Faithfull, Anita Pallenberg and Kate Moss. I found that more and more of my customers were looking for a high-waisted jean that gives you shape and holds you in. One person in particular, Jeanie would always ask me for high-waisted jeans and I felt I was letting her down. It soon became clear that there was a gap in the market for a denim brand dedicated to true-waisted jeans. From there IDA was born.

3. The weight and stretch of your jeans is perfect – did it take you a lot of research to get it this right?

It took almost a year to bring IDA to market because we wanted to make it perfect. I knew exactly what I wanted, so the fit and fabrication were top of my list. I also love looking at the extra details; the 1920s influenced zips and the shaped signature 'Donna Dip' stitching on the pockets.