Donna Ida

Jean Queen Donna Ida Thornton is the creator of DONNA IDA, the denim based fashion brand. 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. While out shopping one day Donna realised she couldn’t find anywhere to buy jeans that she felt truly comfortable in. So when a friend suggested that Donna should launch a denim brand, she did exactly that.

In 2012 Donna launched her own denim based fashion brand DONNA IDA, which GRAZIA magazine hailed ‘Jeans Genius.’  The collection was inspired by Donna’s grandmother Ida who was known for her style in rural Australia. She made all her own patterns, and clothed the entire family as well as friends. 

It is with Ida in mind that Donna designs the denim based collection DONNA IDA, keeping in mind a close group of friends who would be Ida’s modern day girl squad. These girls are represented in the collection in the jean that would suit their personality the most. Ivy is the leggy one, Jeanie is slightly more conservative, Rizzo is a girl about town who loves to have fun. Boy Dazzler is the cool girl and Molly is the girl’s girl. And each season the squad grows. 

The core DONNA IDA collection comprises of high-waisted jeans which included Rizzo the High Top Ankle Skinny and Jeanie the High Top Cigarette Leg. In 2015 Donna started introducing directional denim shapes into the collection with Sadie the Boiler Suit taking the fashion world by storm. 

The success of Sadie the Boiler Suit inspired Donna to design Cassandra the Flared Jumpsuit and Dolly the Flight Suit to embrace the ‘one and done’ mantra.  Donna believes that the denim jumpsuit or boiler suit is the number one style solution you out of the door looking perfectly put together and on-trend in a matter of minutes. It is a simple piece of clothing that is sexy, stylish and modern so you don’t have to worry about finding items to complement it. The jumpsuit or boiler suit is the perfect statement piece to be genuinely versatile so you’ll want to live in it. It can take you from boardroom to bar, from airport to evening event with a simple shoe change.

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