IDA DENIM - THE CRUSH (PART TWO)

On the eve of the 13th August, jean queen Donna Ida Thornton launched her eponymous cocktail at Eclipse on Walton Street. At the bar, I continue my interview with her and try get to the bottom of what makes this dynamic lady’s label so hot!

4. You have three IDA cuts for three different body shapes, can we expect more in the future? Or do you think your three cover the lot?

For SS13 we launched with Ivy the skinny, Jeanie the cigarette, Audrey the zip skinny, Mabel the ankle crop and Martha the flare. For AW13 I’ve added Mona the classic bootcut, Bobby Dazzler the boyfriend (named after my husband’s nickname!) and Mercedes, a beautiful printed suede legging. You can never have too many jeans – my favourite pair at the moment are the boyfriend jeans – perfect for summer.

20130805-095241.jpg

5. At the moment you produce your jeans up to a size 32 waist. I know your jeans size comes up large, which is awesome as it makes one feel so good and virtuous – it takes the trauma out of jean shopping. Was it done for that reason?

Every brand fits differently and these jeans are high-waisted, it will really depend on your shape which size fits best. For example, a pear shape might size down to make sure they are tight on the waist, whereas an apple shape might like to size up for a more comfortable fit.

20130805-095357.jpg

6. The silk blouses with a bow are just too divine. What's next for the IDA range? Jackets, please say jackets!

I’m happy to say, yes jackets! The new AW13 season has grown to include luxurious furs, a jacket I've named ‘Married to a Rolling Stone’ and I've even added beautiful cashmere hats to the range – something I'm really excited about.