StyleNest chats to self-confessed denim addict and founder of London’s premier denim boutique, Donna Ida Thornton.
Donna Ida’s eponymously named denim boutique has grown from one humble Chelsea boutique into a multi store and online brand. We caught up with Donna to see what makes her tick, how she keeps in shape, and of course, how to find the perfect pair of jeans.
You’re a self-confessed denim addict. Tell us, how did this obsession with denim come about?
I’ve always loved jeans but when I started working in marketing I slipped them into my day-to-day wardrobe more and more. Eventually I wore nothing else.
What denim trends should we be looking out for next season?
Next season is luxurious and opulent with sumptuous fabrics of leather, suede and velvet topping my wish list. We’ve received deliveries of the new baroque and paisley printed skinny jeans in jewel tones, including a fantastic exclusive that Paige has done for us. And we’re counting down the days to get our hands on the new metallics and shimmering denims.
Will Donna Ida be recruiting any new exciting denim brands for AW12?
Yes we’ve added Textile Elizabeth and James this season and we’re adding more to our Rag & Bone offering for AW12. The big news for us will be the first IDA delivery in December this year.
What’s your everyday failsafe look?
Jeans, tee, jacket. I wear high-waisted skinny jeans from Nobody or Paige with a Splendid or Kain tee and team them with a nipped in Smythe Jacket. I love high heels, no less than 5 inches and a statement bag to finish off the look. I use jeans as the canvas and accessories are my paint.
Women often find it hard to find the perfect pair of jeans. Any top tips on what to look out for?
I would always suggest speaking to a denim specialist who can help you find exactly what you are looking for. We have a service called the Denim Clinic in our boutiques, so you can book in for a one-to-one appointment with a stylist to be fitted. Don’t be afraid to try on different styles than you are used to, take the advice of the assistant and step outside your comfort zone and you’ll often be surprised. If they go on easily, go down a size and spend a minute wriggling in as most premium denim will stretch.
What are your top tips for shopping denim online?
We photograph all our jeans on a model showing three different angles and add specific measurements plus helpful tips online to make it as easy as possible. We’ve also mirrored our Denim Clinic experience online, which features advice on body shape, different styles of jeans and videos on common dilemmas. We encourage questions, so ask away. Customers can tweet us or ask us for style tips on Facebook too.
Denim has changed so much over the last few decades from premium brands to prints, why do you think the perception of denim has changed?
Denim has always been chic and timeless, but ever since Kate Moss started wearing skinnies, it has become a must-have staple item. The stretch and fit of premium denim has allowed women to experiment with shapes, and denim brands have responded with more colour, prints and in the last few seasons have introduced traditional jeans in more fabrics, including leather, suede and velvets.
Do you have a favourite pair of jeans?
I have a few, I love mine with plenty of stretch so they are super comfortable like the Paige Verdugo Legging, which never lets me down. I also like the Mother Looker Skinny which I have in a pastel colour and J Brand’s 811 in Shanghai Red which is an exclusive colour to Donna Ida.
Do you have a favourite denim brand?
Every brand brings something different; a new print, cut or fabric. I like a little bit of every brand.
You also stock some gorgeous boutique brands such as Tucker. Can we expect to see more non-denim labels stocked at Donna Ida?
Donna Ida is a denim specialist and so the brands we stock all go with jeans. We stock tops and jackets from Tucker, Wildfox, Pyrus, Winter Kate and Elizabeth and James amongst others. We also stock accessories like belts and Hanky Panky knickers but the core product offering will always be jeans.
Can you remember your first pair of jeans?
They were purple cords. I also had a pair of blue denim ones with huge flowers appliquéd on them. It was the 70s.
What three beauty products could you not live without?
Skinesis Overnight Facial by Sarah Chapman – you just have to try it. It’s so hydrating, I simply press it on under my night time moisturiser. Detoxygen Experience Oxygenating facial, Dr. Brandt – I travel a lot with all my buying appointments for Donna Ida and my skin can really suffer. This is an absolute essential to hydrate and replenish my skin. Protein RX PM Repair Strengthener by Frederic Fekkai – it’s my secret weapon for great looking, healthy hair as it really strengthens and repairs it.
Where do you get your style inspiration?
I take a lot of inspiration from style icons of the past. I love the styles of Marilyn Monroe, Brigette Bardot and Anita Pallenberg and love how modern day icons such as Kate Moss and Diane Kruger really understand their look and what works for them.
How do you keep fit and healthy?
This year I’ve been taking part in Summer of Sport for Jeans for Genes. I’ve already done a 5k run and trekked 23 miles, the next stop is a 65 mile bike ride from London to Brighton on 25th August. It’s a really good cause so please join me.
What do you like to do when you’re not at work?
I spend time with my husband and my two chihuahuas Romeo and Julio.
You’re launching your own denim line this year and we can’t wait here at StyleNest. Please tell us all.
I’m so excited. The label is called IDA and it is a collection of high-waisted jeans and tops to go with them.
Click here to see StyleNest founder, Hannah Rouch wearing some of Donna Ida’s AW12 denim brands.